{"id":31854,"date":"2015-10-16T15:53:06","date_gmt":"2015-10-16T14:53:06","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31854"},"modified":"2019-06-26T08:31:55","modified_gmt":"2019-06-26T07:31:55","slug":"o-guardian-revela-as-diretrizes-da-marca","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/business-marketing\/the-guardian-unveil-brand-guidelines\/","title":{"rendered":"The Guardian revela directrizes da marca"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>Numa tentativa de solidificar o \"ADN da marca\", o The Guardian revelou agora as suas directrizes oficiais para garantir uma evolu\u00e7\u00e3o constante em vez de uma revolu\u00e7\u00e3o.<\/em><\/h3>\n<p>Tal como o antigo designer do Facebook, Ben Barry, Alex Breuer e Chris Clarke foram confrontados com um grande desafio aquando da nomea\u00e7\u00e3o para os seus novos cargos de Directores Criativos no The Guardian. O objetivo era reunir a mir\u00edade de estilos, cores e padr\u00f5es diferentes que comp\u00f5em a marca Guardian em geral.<\/p>\n<figure id=\"attachment_31856\" aria-describedby=\"caption-attachment-31856\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31856\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.30.41-copy.jpg\" alt=\"Marca Guardi\u00e3\" width=\"600\" height=\"361\" \/><figcaption id=\"caption-attachment-31856\" class=\"wp-caption-text\">Imagem <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Esta tarefa exigia que a dupla trabalhasse com a sua equipa para elaborar uma estrat\u00e9gia que permitisse uma f\u00e1cil compreens\u00e3o da marca em toda a empresa, com os valores de cada departamento, bem como de toda a empresa, facilmente entendidos pelos leitores. O primeiro ponto da agenda foi a tipografia, que foi comparada com a caligrafia de um ser humano. Este \u00e9 o primeiro ponto de contacto com o leitor e tem de ser imediatamente reconhec\u00edvel. O tipo de letra est\u00e1 agora definido com uma sele\u00e7\u00e3o de 8 tipos e um guia para recomendar quando devem ser utilizados.<\/p>\n<figure id=\"attachment_31855\" aria-describedby=\"caption-attachment-31855\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31855\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.27.59.png\" alt=\"Cores da marca Guardian\" width=\"600\" height=\"601\" \/><figcaption id=\"caption-attachment-31855\" class=\"wp-caption-text\">Imagem <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>O pr\u00f3ximo elemento crucial da marca a ser avaliado pelos novos directores criativos foi a cor. Por falar em harmonia, as cores utilizadas devem funcionar sempre em conjunto e evitar choques; isto facilitar\u00e1 a viagem atrav\u00e9s do jornal e constituir\u00e1 uma sinaliza\u00e7\u00e3o conveniente para sugerir o tipo de artigo.<\/p>\n<figure id=\"attachment_31857\" aria-describedby=\"caption-attachment-31857\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31857\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.33.10.png\" alt=\"Sinaliza\u00e7\u00e3o da marca Guardian\" width=\"600\" height=\"783\" \/><figcaption id=\"caption-attachment-31857\" class=\"wp-caption-text\">Imagem <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>O resultado \u00e9 uma vasta paisagem de identidade, complexa mas em perfeito estado de funcionamento. Mais do que um simples cabe\u00e7alho, existe um sentido de perten\u00e7a a cada elemento e estes funcionam como engrenagens para mover a marca como um todo, o que \u00e9 reconhecido desde o mais pequeno favicon do seu log\u00f3tipo \"roundel\" at\u00e9 \u00e0 teoria das cores subjacente ao conte\u00fado das diferentes sec\u00e7\u00f5es. Alex e Chris ainda n\u00e3o terminaram; a marca pode agora continuar a evoluir com uma estrutura clara e um sentido de dire\u00e7\u00e3o que permita a articula\u00e7\u00e3o e a express\u00e3o com bases s\u00f3lidas e espa\u00e7o claro para o crescimento.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31854","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Guardian Unveil Brand Guidelines | Solopress<\/title>\n<meta name=\"description\" content=\"In a bid 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