Seduce and excite. Reflecting on design and brand management (Introduction)

Abstract

In this section of the Ñawi journal, you can find research papers that address certain fundamental issues related to the design and management of brands. It reflects on the use of the multiple visual elements involved in constructing messages capable of transmitting values and emotions. It also examines the way in which brand identity is communicated through different channels. On this occasion, we will have the opportunity to read two interesting articles. In one of them, an analysis of the different typographic strategies through which a brand personality can be generated in different industrial sectors is proposed. The second article reflects on how to build a graphic identity that can be used to generate a brand linked, in this case, to a city.