Tendências na construção de assinaturas visuais contemporâneas: análise do redesign das marcas Mastercard, Netflix e Ups

Abstract

The purpose of this research is, within the visual culture, to analyze how design trends are constituting contemporary visual signatures in redesign processes through the Mastercard, Netflix and UPS brands. The proposal was based on the following steps: relating the concepts of trend and design to the universe of visual signatures and the practice of redesign; define, based on a theoretical review, the main types of contemporary visual signatures and their basic rules; compare trends in visual signature production in its evolution in redesign in each of the selected brands; compare trends in visual signature productions among selected brands; discuss how much and how these trends relate to the constant reduction of elements. Regarding the theoretical basis, we adopted important notions that helped us understand this universe of visual signature design trends, with the authors: Cauquelin (2005), Wheeler (2008), Caldas (2004), Strunck (2001), Villas-Boas (2007), Williams (1995) and Dondis (2015), the latter contributing to the work with the methodology under which the analysis of our research object was carried out. This methodology proposes the analysis of the image from basic elements, such as point, line, shape, color, tone, movement and others, of the visual language, as well as its contribution towards the message of the final product. We also analyzed typography as one of the compositional elements of the visual signature, and for that, we complement the analysis with points discussed by Williams (1995). We applied the methodology in the analysis to the visual signatures of the Mastercard, Netflix and United Parcel Service brands, as we assume that, as they are large companies in financial capital, they influence other organizations as well as portray the existing trends in the design market of visual signatures. We were able to identify two trends within the constructions of contemporary visual signatures: the tendency to reduce elements (mainly descriptive of the nature of the company) and the tendency to flexibilize for the use of more than one visual signature simultaneously (more related to the digital presence of these organizations).