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In a globalized world, deeply marked by information and communication technology it would be expected that the computer and other technological artefacts could help to shorten the human tasks. However, it seems that man inventions progress faster than humans can evolve. Like happens in other areas, graphic design can have a contribution to user everyday. The graphic designer should shape messages that belong to others to communicate them to specific audiences. Based in the literature review focused on the design of the corporate visual identity signs, were identified the main arguments of drawing which contribute to the effectiveness of visual identity communication. The Brand marks drawing get special relevance as a way of making complex information more accessible, understandable and easy to memorize. Graphic signs drawing process is discussed in view of their need to ensure the identification, differentiation and articulation between the denotative and connotative meaning, according to human perception and understanding. It analyses several ways of creating semantic emphasis to enhance the sense of the message, influencing the brand perceptions. These associations also influence the memorization, facilitate the recognition and contribute to a significant visual experience. |
