Motley 2020: a kinetic visual identity

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorKiss, József G.
dc.contributor.advisorKommonen, Kari-Hans
dc.contributor.authorBarreto Frias, Régis
dc.contributor.schoolTaiteiden ja suunnittelun korkeakoulufi
dc.contributor.schoolSchool of Arts, Design and Architectureen
dc.contributor.supervisorReunanen, Markku
dc.date.accessioned2020-06-14T15:04:05Z
dc.date.available2020-06-14T15:04:05Z
dc.date.issued2020
dc.description.abstractVisual identities are not what they used to be. The paradigm of the visual identity as a static, top-down, normative monolith does not reflect its current praxis, nor does it help brands thrive in the twenty-first century. In this thesis I will develop two arguments for why a visual identity should strive to conceive motion and interaction at its inception. First, that the visual elements of a brand do not need to be set in stone and can be constantly updated based on needs of its stakeholders, and they can even be actualised at the touch-points with the customers. These are some of the cornerstones of dynamic visual identities, defined here as one that has guidelines flexible enough to preserve consistency while allowing openness and flexibility to adapt to new contexts. Second, that we live in an increasingly digital world, where motion and interactivity are part of our everyday experience. These elements must be incorporated into the core of a visual identity in order for a brand to address and respond to customers where they are and in an idiomatic language. It is not enough that motion and interactivity are created as an afterthought. They need to be built into the very logic of the visual identity. In this thesis I will demonstrate the aforementioned arguments with a survey of the current theory and practice of visual identity. Then I will exemplify it with a few case studies from established brands. Finally I will analyse two components of a visual identity in which I worked, and which has some of the features described in the arguments. The first component is a kinetic and interactive typeface that simulates the behaviour of a variable font, but which was based on an existing static font. The second component is a kinetic and interactive brand visual element and emblem. Both components were created using modern web technologies.en
dc.format.extent64
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/44803
dc.identifier.urnURN:NBN:fi:aalto-202006143752
dc.language.isoenen
dc.programmefi
dc.subject.keywordvisual identityen
dc.subject.keywordalgorithmic visual identityen
dc.subject.keywordkinetic visual identityen
dc.subject.keywordkinetic typographyen
dc.subject.keywordvariable fonten
dc.subject.keywordgraphic designen
dc.subject.keywordvisual designen
dc.subject.keywordtypographyen
dc.titleMotley 2020: a kinetic visual identityen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
local.aalto.electroniconlyyes
local.aalto.openaccessyes
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