Logotipos e isotipos: a marca em cafeterias e sua construção visual

Abstract

In a scenario that encourages entrepreneurship and, as a consequence, with an increase in organizational competitiveness, the construction of logos and isotypes proves to be strategic for differentiation. However, understanding the processes behind the construction of the brand's graphic sign is essential to visualize the importance of the organization's legitimacy and its identity. With this in mind, this work seeks to present the research in the organizational representation scenario by explaining the process of visual communication through logos and isotypes. As a base of visual references, the cafeteria sector was chosen to carry out the Historical Analysis of Similars, which will provide subsidies for the construction of a brand Redesign guide. The guide will present tools and methods ranging from knowledge of the organization's characteristics to its visual synthesis with specific tools for evaluating the results. In this way, the reader will know the true way to build the brand's graphic sign.