Coerência entre a representação gráfica da marca e a mensagem verbal da empresa

Abstract

The graphic representation of brand concerns how the company wants to be seen by the consumers. The verbal communication has the same function. In this case, the graphical and verbal consistency is crucial to the construction of corporate image.This work used concepts from Graphic Design, Semiotics and Informational Ergonomics as well as those relevant to visual identity and corporate image to analyze the Freso brand. This brand is representative of the brazilian toys manufactures. Many companies of the sector demonstrate, through the previous survey of the brands of the companies associated to the Brazilian Association of Toy Manufacturers, some disregard for the visual identity, notably for graphic and verbal inconsistency. The public’s attitude towards the brand Freso was observed through a digital survey. The questionnaire departed from the company’s self-description, which is available on its website and the results of the brand design analysis. The data collected inform the inconsistency of the messages communicated by Freso. As a result of this work, the monography was developed and, based on the study of the Freso brand, some reflections were made concerning the creation of brands that, to be perfectly integrated to the process of construction of the corporate image, must distance themselves from the graphical and written communication inconsistency. All this contributes to future studies and to the performance of the professional activity of the graphic designer.