Corporate image

A UOC learning resource outlining the steps to follow when choosing a corporate font, and where to find examples and models.

An article with insights into the psychology of choosing a corporate font.

An article on the psychological impact of a font based on user experience.

A UOC learning resource on the formal and qualitative criteria that corporate fonts should meet, and the licences that need to be considered when using them.

A UOC learning resource on corporate fonts, including their uses and the values they can convey.

A lecture by typography professor Marc Salinas on letter spacing options and how they can affect user experience. 

A lecture by typography professor Marc Salinas on typographic hierarchies and how their relevance depends on the information being conveyed.

An article that aims to define the free newspaper model from a formal point of view, according to its design, with particular emphasis on format, font and colour.

_{Del Olmo Barbero, J. [Jesús] and Parratt Fernández, S. [Sonia]. (2011). Tipografía y color, un análisis de la prensa gratuita vs. la prensa de pago en España. Revista latina de comunicación social, (66), 376-398. https://www.proquest.com/docview/873854455?accountid=15299&sourcetype=Scholarly%20Journals}

A case study of a national television public service advertisement in China demonstrating how the concept of transitivity can be used to understand the meaning-making processes of kinetic typography.

_{He, X. [Xianzhong]. (2017). Transitivity of kinetic typography: theory and application to a case study of a public service advertisement. Visual Communication, 16(2), 165-194. https://doi.org/10.1177/1470357216684080}

An article analysing the impact of brand identity strategies and brand equity, taking into account factors such as foreignness and country of origin.

_{Porto, R. [Rafael] and da Silva Soyer, T. [Talyta]. (2018). Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity. Brazilian Business Review, 15(6), 606-623. https://doi.org/10.15728/bbr.2018.15.6.6}

A guide full of tips and step-by-step instructions on how to craft an effective brand name.

A blog post breaking down different brand naming methods based on brand architecture.

A book published by the UOC that takes an in-depth look at brand naming, from concept to creation.

_{Fontvila, I. [Ignasi]. (2020). Naming. El procés de creació del nom de marca [recurs d'aprenentatge textual]. Editorial Fundació Universitat Oberta de Catalunya. https://discovery.biblioteca.uoc.edu/permalink/34CSUC_UOC/1rkl80e/alma991000935009606712}

A podcast episode on the most common brand architecture models and how they can be used to organize a company's projects.

An article discussing brand architecture, including a definition of the term, the different types, and the pros and cons of using them according to business type.

A UOC video interview with Javier Velilla, branding specialist and director of Comuniza, in which he talks about the types of branding analysis that can be used to carry out a quality brand audit.

A UOC learning resource that provides a precise definition of "brand", goes through the stages of branding, and discusses the benefits and trends to consider when using a brand.

A blog post on brand architecture and how sub-brands can be created from the brand's original look and feel.

A webinar in which Víctor Puig, digital media project developer and lead, gives tools to improve personal branding. Between 00:54 and 01:38 he answers questions from users and gives examples of brand profiles.

A blog post explaining how to take advantage of social selling on social media to give customers more information about products before they buy.

A blog post discussing the importance of maintaining a good brand image on social media, with resources to promote a brand's online visibility.

A blog post on the factors to consider when implementing an effective social media brand positioning strategy.

A book with marketing and social media branding guidelines to help companies grow, as well as business strategies to inspire purchases.

A book that looks at social branding through the lens of a specific case study, with insights into the factors that influenced the company's branding and brand positioning.

_{Espitia Forero, F. [Félix]. (2022). Social branding: una mirada práctica. Corporación Universitaria Minuto de Dios. https://elibro.net/es/lc/uoc/titulos/231723}

A book that looks at real cases of companies facing ethical crises, with suggestions on how to use a company's digital reputation to prevent and resolve such situations.

_{López Menacho, J. [Javier]. (2018). SOS: 25 casos para superar una crisis de reputación digital. Editorial UOC. https://elibro.net/es/lc/uoc/titulos/59154}

An article on how the actions of social media users can affect and even damage a brand's social media reputation, with advice on how to overcome this by creating value.

_{Lund, N. [Niels], Scarles, C. [Caroline] and Cohen, S. [Scott]. (2020). The brand value continuum: countering co-destruction of destination branding in social media through storytelling. Journal of Travel Research, 59(8), 1506-1521. https://doi.org/10.1177/0047287519887234}

A book on brand management and how corporate branding can integrate all staff functions within a company and provide a vision for competition and globalization.

A guide explaining the key points to include in a brand book so that it can serve as a resource for all company employees.

A compilation of examples of brand books by sector, company size, organization and special event.

A Nike brand book.

A case of rebranding by Banco Pichincha, with new attributes inspired by the concepts of inclusion and development.

A case of rebranding of Antheia to express its brand personality through a more contemporary visual and verbal identity.

A case of rebranding by Lux Capital, with products created using its new image and logo.

Brand identity brief for start-up 4YFN to attract the attention of investors and companies.

Brand identity brief for Alpine, including typography and colour scheme.

New corporate identity design for the Enea cooperative.

New propositions for the brand image and services of the digital consultancy firm Runroom.

Brand architecture and visual identity redesign for the Correos public postal service.

A blog post on the concept of rebranding and how to redesign a company's brand image to reflect a change in values, using Sayme as an example.

A summary of the decisions made to create Banca March's brand image and communication strategy.

A blog post about the BBC's new typeface and the purpose of its rebrand.