Design, Visual Communication and Branding

This book highlights how digital communication has brought about changes in branding, namely in design, the media, communication languages, the relationship with audiences, experience design, behaviour, culture, and brand management mechanisms. On the other hand, as it argues, artificial intelligence has opened the door to other ways of dealing with big data and communicating with mass audiences, through the customization of messages or a one-to-one logic. Overall, the book shows that the intersections between digital communication and artificial intelligence point towards a new reality in brand communication, which includes computer vision, pattern recognition, and changes in the design business and in the way communication design and branding are done.

Table of Contents

Introduction

Dynamics of Branding and Communication in the 21st Century

Daniel Raposo

Chapter 1

The Emergent Convergence between Design Activism and Brand Design

Steinar Valade-Amland, Independent Consultant & Author, Three Point Zero

Chapter 2

Developing Multi-Sensory Brand Experiences: A Design Thinking Approach

Homayoun Golestaneh, Armita Serajzahedi and Hassan Sadeghi Naeini

Chapter 3

Neurodesign and the Brand Perception: Communication Challenges in the XXI Century

Cátia Rijo and Carolina Marmelo

Chapter 4

Visual Language, Imaginary and Branding in the Context of Cities: Study about Chapecó – Sc, Brazil

Valéria C. Feijó and Fernando Oliveira

Chapter 5

How to Create a Living Brand

Irene van Nes

Chapter 6

Flexible ID: To Adapt is to Resist

Rita Coelho

Chapter 7

Logo Generation through Artificial Intelligence

Ângela Duarte, Carlos Rosa and Bruno Silva

Chapter 8

The HOW behind the Story: A Framework for the Design of Brand Narratives

Catarina Lelis and Elizete Azevedo Kreutz

Chapter 9

Designing Design to Death

Steven Skaggs

About the Author

Daniel Raposo is a Communication Designer and Professor of Design at the Polytechnic Institute of Castelo Branco, Portugal. He holds a PhD in Design and a Master’s degree in Design, Materials, and Product Management, and he is particularly interested in communication design, branding, and visual identity. His publications include the books Communicating Visually: The Graphic Design of the Brand, Perspective on Design: Research, Education and Practice, and Identity and Corporate Image Design.