A identidade visual transitória: novas necessidades como novas possibilidades

Abstract

This dissertation had as its theme the transient visual identity, and began through a historical analysis and the contributing factors to its emergence and evolution, such as social and cultural changes, technological advances and the expansion of the design field. An evaluation of the definitions presented by the authors regarding the theme was carried out according to their theoretical efficacy and a new concept was developed, more adequate to the fluid characteristics of these projects. The terminologies adopted for this alternative such as dynamic, mutant, flexible and changeable - were conceptually analyzed and the use of the new transient term was proposed - attentive to the ephemeral quality of the variations of a flexible system, responsible for switching the focus from the object to the process, going from the tangible to the intangible. The characteristics and qualities of the classification models developed by four authors - Ulrike Felsing (2010), Irene Van Nes (2012), Emanuel Jochum (2013) and Jair Alves da Silva Junior (2015) - were examined and a new model, responsible for making the categorization of transitional visual identities more particular, was presented. This model was built on three pillars: executive (technical), motivational (cognitive) and visual (formal). For its validation, a selection of fifty brazilian projects developed between the years of 2012 and 2016 was carried out, allowing the unprecedented accomplishment of a quantitative analysis on this project alternative in the national scenario. A practical application of the proposed methodology was also conducted. The model proved to be effective in its objective, because it allows the accomplishment of a more specific categorization (made possible by a greater quantity and precision of categories), and it is more attentive to its particular characteristics.