Brand Archives is part of a journey into a practice-related doctoral research project on graphic design and brand identity.
By addressing the relevance of brand archives to companies, designers and the broader culture, it represents a critique as to how the cultural inheritance of locally specific heritage brands is often overlooked and tends to dissolve amongst global influence.
What this thesis aims to show is the sort of historical memory relating to brands that can be lost. Through a ‘designerly’ way of exploring brand identity it presents a response for the rescuing, recovery and analysis of historical memory. It argues that brand archives are key instruments for designers to derive meaning and convey cultural memory into the future, and that visual identity is a channel through which cultural memory can be acknowledged, displayed and experienced.
Whether for companies, cultural institutions, designers or design historians dealing with locally specific identities and visual culture, the body of work presented here makes a contribution to broadening the scope of brands as a theme under-considered with respect to and preservation of cultural difference.
GLOBALIZATION OF VISUAL IDENTITY
Visual identity can be understood as the result of the application of graphic design methods aimed at inter-brand differentiation, which paradoxically is...
BRAND ARCHAEOLOGY: A METHODOLOGICAL APPROACH FOR THE RESCUING OF LOCALLY SPECIFIC BRAND IMAGERY
By showing what can be lost with regards to historical and cultural memory in a brand’s imagery, this thesis questions the significance...
SANJO: A CASE FROM THE PORTUGUESE CONTEXT
A main case-study is presented to demonstrate how the methodological approach originated, how it enables the observation of identity transformations over time,...
PARALLEL EXAMPLES: A COMPARATIVE STUDY
By placing the case of Sanjo within a broader perspective, the study includes the observation of parallel examples, including brands that were...
ON BRAND ARCHIVES: FROM DUST TO BLOOMING
By examining the relevance of archives for addressing visual identity issues, the thesis shows that current graphic design practices can avoid failing...
Although centered in brand identity, this research makes a contribution to methods and cultural diversity. It shows that the methods developed can...