Seventeenth International Conference on Design Principles & Practices

Abstract

With practical application at the Federal University of Itajubá (institution wich has a tiny team in design management) the research aims, through Charles Sanders Peirce’s semiotics concepts, the collaborative creation of visual identities. A method elaborated by a series of cohesive practices are listed that reveal a collective representation for the creation of visual identities. In this process, open design methods, the viability of focus groups for the collaborative creation of drawings, and semiotic analysis of the collected material is analyzed. The best practices guides the code of a mobile application using artificial intelligence technology. The app creates a dashboard from using visual search in focus groups. This panel organizes thinking, identify and classify the use of shapes, colors, strokes, points. Therefore, the AI observes qualities, singularities and conventionalities. There is no interest in pasteurizing the creative process. The study does not aim at a quantitative analysis of the representations, but a qualitative vision for the construction of visual identities.