A main case-study is presented to demonstrate how the methodological approach originated, how it enables the observation of identity transformations over time, and of how visual identity dissolves with global influence. The main case addresses the historical context and today’s cultural relevance of an archive of the Portuguese iconic Sanjo sports shoes brand, which emerged with the rise of the ‘Estado Novo’ authoritarian regime in Portugal (New State, 1933–1974). Through the rediscovery and interpretation of how the brand’s designs evolved in relation to contextual history it is possible to see the various social, cultural, political and economical transformations that occurred in its lifespan.

This section presents a contextual review of the main case study, showing how the gathered materials were put together in the form of timelines and chronological tables for historical reference and contextual analysis. These help understanding a brand in relation to the broader context, including how the Portuguese history influenced the way in which such a locally specific brand emerged, developed and changed over time, ultimately failing to resist to the threat of global brands.


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