Branding, design e identidades territoriais

Abstract

Understanding the identities and their construction process has proven valuable tools for designers. We resort to these to give meaning and value to things, as well as better understand the scenarios where they are inserted and approaches that more properly mold to the object / service.This Final Year Research Project tried to elaborate by identifying the elements that build a territorial identity, whether physical or not, and construct a theoretical model for the management and development of territorial branding. Taking in consideration that a territory must be understood as a number of aspects, material and immaterial, much broader than just their geographical physical space.In the case of the identities of those territories, further reflection was necessary, by taking as base the symbolic aspects and historical which form it. It was perceived that the identity of a territory (territorial identity) embraces several areas, is multidisciplinary, so it is a process in constant construction, which can not only be recognized, but can also be experienced. Thus we can think about the identity of a territory as a system, where through this a large number of elements, originates the image of a specific place.This system is used as an interface between the individual and society, creating value and meaning to the actions and way of being / living and a sense of loyalty to this particular location. From the survey, comparison and approaches of the main design methodologies, branding, visual identity and place branding, we can reflect on the management of local image, the relationships built through the territory, the stakeholders involved in this process and how these can be created more effectively and comprehensively. In this way, we can offer advices, tools, techniques, strategies and positioning, to establish and strengthen positively by management and brand communication, a territorial identity that values the peculiarities of the territory, boost its reputation and promote greater engagement of the public.