Scalable territorial identity – Designing the communication of complexity
The design linked to the identity of places is an activity of particular interest for the design discipline, especially in its narration and value communication process addressed to a broad public. The design actions take place in a context of great complexity regarding the stratification of meanin...
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| Format: | Article |
| Language: | English |
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LetteraVentidue Srl
2024-12-01
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| Series: | Agathón |
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| Online Access: | https://agathon.it/agathon/article/view/455 |
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| author | Luca Casarotto Monica Oddone |
| author_facet | Luca Casarotto Monica Oddone |
| author_sort | Luca Casarotto |
| collection | DOAJ |
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The design linked to the identity of places is an activity of particular interest for the design discipline, especially in its narration and value communication process addressed to a broad public. The design actions take place in a context of great complexity regarding the stratification of meanings and pre-existing visual systems, confronting very different territorial scales (from the nation to the single typical product). The experimentation described in the contribution presents a potential methodology for defining a scalable and multimodal territorial identity. This methodology, applied to a reference territorial context, is designed with tools specifically developed to counter the widespread fragmentation of communication, which usually determines situations of poor recognisability and strategic effectiveness.
Article info
Received: 07/09/2024; Revised: 09/10/2024; Accepted: 10/10/2024
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| format | Article |
| id | doaj-art-28d9dd8d617649d1864d6a6256a7068b |
| institution | Kabale University |
| issn | 2464-9309 2532-683X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | LetteraVentidue Srl |
| record_format | Article |
| series | Agathón |
| spelling | doaj-art-28d9dd8d617649d1864d6a6256a7068b2025-02-03T11:52:13ZengLetteraVentidue SrlAgathón2464-93092532-683X2024-12-011610.19229/2464-9309/16272024Scalable territorial identity – Designing the communication of complexityLuca Casarotto0Monica Oddone1‘Iuav’ University of Venice (Italy)‘Iuav’ University of Venice (Italy) The design linked to the identity of places is an activity of particular interest for the design discipline, especially in its narration and value communication process addressed to a broad public. The design actions take place in a context of great complexity regarding the stratification of meanings and pre-existing visual systems, confronting very different territorial scales (from the nation to the single typical product). The experimentation described in the contribution presents a potential methodology for defining a scalable and multimodal territorial identity. This methodology, applied to a reference territorial context, is designed with tools specifically developed to counter the widespread fragmentation of communication, which usually determines situations of poor recognisability and strategic effectiveness. Article info Received: 07/09/2024; Revised: 09/10/2024; Accepted: 10/10/2024 https://agathon.it/agathon/article/view/455identity imagevisual systemsterritorial brandingstorytellingsustainable development |
| spellingShingle | Luca Casarotto Monica Oddone Scalable territorial identity – Designing the communication of complexity Agathón identity image visual systems territorial branding storytelling sustainable development |
| title | Scalable territorial identity – Designing the communication of complexity |
| title_full | Scalable territorial identity – Designing the communication of complexity |
| title_fullStr | Scalable territorial identity – Designing the communication of complexity |
| title_full_unstemmed | Scalable territorial identity – Designing the communication of complexity |
| title_short | Scalable territorial identity – Designing the communication of complexity |
| title_sort | scalable territorial identity designing the communication of complexity |
| topic | identity image visual systems territorial branding storytelling sustainable development |
| url | https://agathon.it/agathon/article/view/455 |
| work_keys_str_mv | AT lucacasarotto scalableterritorialidentitydesigningthecommunicationofcomplexity AT monicaoddone scalableterritorialidentitydesigningthecommunicationofcomplexity |