Branding “for All- Toward the Definition of Inclusive Toolkits of Analysis and Visual Communication for Brand Identities

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• 作者：Giuseppe Di Bucchianico (17)
  Stefania Camplone (18)
  Stefano Picciani (17)
  
• 关键词：Brand identity ; Visual brand design ; Design for All
• 刊名：Lecture Notes in Computer Science
• 出版年：2013
• 出版时间：2013
• 年：2013
• 卷：8015
• 期：1
• 页码：30-36
• 全文大小：461KB
• 参考文献：1. Semprini, A.: La marca postmoderna. Potere e fragilità della marca nelle società contemporanee. FrancoAngeli, Milano (2006)
  2. Aaker, D.A., Joachimsthaler, E.: Brand Leadership. FrancoAngeli, Milano (2001)
  3. Kapferer, J.-N.: Les marques. Capital de l’Enterprise. éditions d’Organisation, Paris (2000)
  4. Turinetto, M.: Be Different. Il valore attrattivo del brand-design nelle imprese moda. Edizioni POLI.Design, Milano (2005)
  
• 作者单位：Giuseppe Di Bucchianico (17)
  Stefania Camplone (18)
  Stefano Picciani (17)
  
  17. Inclusivo srl, Spin off of the University of Chieti, Pescara, Italy
  18. Department of Architecture, University of Chieti, Pescara, Italy
  

文摘

The construction of brand identities today can not be reduced to a simple set of attributes that consumers/users just accept consenting and as a closed box. It is rather a system that, in a society inclusion-oriented, increasingly appears as the result of an ideal alchemy between social and product values, emotional and rational contents, collective and corporate cultures. the brand/visual designer needs to have conceptual and methodological tools useful to identify, manage, and validate objectively the complex system of the design requirements for a brand identity and a visual identity that are really "inclusive". The paper presents a reflection on the issues of brand identity and brand design related to the Design for All approach.