Identidade visual: redesign da marca Ativa 21

Abstract

This work focuses on the area of graphic design, having as proposal the development of a visual identity system for Ativa 21. A portal that takes information and trains people through courses and events about the universe of Down Syndrome, and that, it is currently undergoing a change in its positioning and service portfolio. A visual identity, when correctly and strategically designed, has the power to bring recognition to a brand, from its target audience, and helps the company to convey the desired concepts, therefore, it is important at the time of the emergence of a new business or repositioning an existing one. The project was guided and based on the design methodology proposed by Maria Luísa Peón (2009) in “Visual Identity System (SIV)”, based on its three stages: Problematization (Phase 1), Conception (Phase 2) , and Specification (Phase 3). As a support for the methodology, tools were used, such as in the evaluation of similars, which were used the five parameters for the graphic evaluation of the Visual Identities of the similars of the Roda de Fuxico method: a teaching method for creating participatory visual identity systems ( MATOS & COUTINHO, 2021). The solution presented in this research resulted in a new visual identity for Ativa 21, which reflects the image of its public, its products/services and its personality, building an accessible and welcoming image.