Graphic Expression and Semantic Analyze on Brand Mark Creation

Abstract

This article proposes a methodological map of graphic and semantic analysis to help the development of the expressive code and also to increment the association that exist between semantics and graphic expression in the design practice. It is intended to analyze if the association between graphic and semantics elements improve the synthesis of expressive codes and facilitates the process of creating brand marks. With this problematic in mind was create a tool called Graphic-Semantic Expression Map. This paper brings a case study where this tool was applied in creation a brand mark for the International Week of Lisbon Polytechnic. The work presented is one of the several exercises and workshops that were developed with students to test and evaluate this tool.