Lursu de Lesqn urufcu

Lscpnu Pruduuu urufcu 2

LlSL
o!
CDNCIITD CRAIICD (aplicado a pablicaes)
Dc cntc ae ist+ ac Desin Cr1ficc, c ae aiferenci+ an lirc tranentcs atiliz+acs n+ calin1ri+ cc|rinac tca+ + saerflcie a+
inf+ntil ae an rcn+nce c++. O tltalc est+r1 en tii+ erscn+liz+a+, ccntr+st+nac ccn
c fanac, +lic+a+ sc|re + fctc. :a+ eaitcr+,1c |asc+r1 f+cilit+r
ae ele se+ atiliz+ac +|ertc, cclcc+ac sc|re + |+nc+a+. l+r+ is-
sc, est+r1 eaitcr+ac en c++-aar+ ca ccn insertcs net1liccs
(ire-c ca t+ll,-hc). Dificilnente ser1 an+ lcn|+a+-a+ar+a+.
As 1in+s intern+s ser1c ilastr+a+s en a+aricrcni+. O +el
ser1 ae +lt+ r+n+tar+ e |c+ rint+|ilia+ae, n+s nencs senslel
ania+ae. As receit+s est+r1c +resent+a+s ae fcrn+ cl+r+, ccn
cs inreaientes rel+cicn+acs en craen ae asc e c textc exlic+-
tic ser1 sinteticc e est+r1 eaitcr+ac en tii+ ae |c+ lei|ilia+-
ae e en ccrcs n+icres (!t + Io, cr exenlc).
Diferentenente, c c+t1lcc telefcnicc rc+elnente ter1 c++
ccn textc (tltalc) en letr+s r+naes iaentific+nac + cia+ae. Ter1
lcn|+a+ a+ar+a+ e fcrn+tc ++nt++ac. lntern+nente, sa+s fc-
lh+s ser1c ae +el ae |+ix+ r+n+tar+ e cs textcs cr+niz+acs
L an lirc ae receit+s calin1ri+s ae an c+t1lcc telefcnicc cr cclan+s (t+lez a+trc). As infcrn+,ces est+r1c cr+niz+a+s
en craen +lf+|etic+, iaentific+a+s cr |lcccs e + tii+ ser1 n1c-
serif+a+, ccn 1rics aest+aes en neritc e en it1licc. l+er1,
nc ai+r+n+, es+,c a|licit1ric +arcniz+ac, rc+elnente
n+ n+ren infericr.
Ln slntese. s1c aestces fcrn+is, crcn1tic+s e ae +c+|+nentc
ae n+teri+liz+n +s aiferentes eaitcr+,ces acs ccnteaacs aess+s
a|lic+,ces +r+ ae el+s se resten + aesenenh+r ccrret+-
nente sea +el antc +c asa1ric.
Assin, c+a+ tic ae a|lic+,1c aesenenh+ 1rics +eis, sen-
ac ae, cr sa+s c+r+cterlstic+s, c+a+ an+ ael+s tenae + ricri-
z+r +lan+s en aetrinentc ae catr+s. O lirc inf+ntil, cr
exenlc, ricriz+ + +tr+tiia+ae e + lei|ilia+ae, ena+ntc c li-
rc calin1ric ricriz+ c n+naseic e + +tr+tiia+ae. }1 c c+t1lcc
:er1c, cl+rc, nait+s +s aiferen,+s.
telefcnicc tenae + ricriz+r + lcc+liz+,1c a+ infcrn+,1c e +
lrc+elnente c lirc inf+ntil ter1 siac inressc en ccres ri-
ccn+ct+,1c ac ccnteaac, sen era+ ae lei|ilia+ae.
n1ri+s e +el |rilh+nte, as+r1 ticr+fi+ ae +lt+ lei|ilia+ae e
lcae-se, +ssin, +firn+r ae c rcetc r1ficc ae an+ a|lic+-
ainensces ++nt++a+s, nait+s ilastr+,ces e, +ina+, |c+ resisten-
,1c (se+ el+ an c+rt+z ca ccle,1c ae lircs) e + scla,1c enccn-
ci+ +c n+naseic e cac+s 1in+s, ena+ntc c rcn+nce eicc
tr+a+ +r+ aeternin+r sa+s c+r+cterlstic+s fcrn+is is+nac ccn-
ccnter1 c++ ccn ilastr+,1c n+is clt+a+ +r+ + esccl+ cl1ssic+,
cili1-l+s ccn.
sea tltalc ser1 r+f+ac en letr+s n+nascrit+s ca ctic+s e sa+s
+. c ccnteaac a+ a|lic+,1c
1in+s ser1c inress+s en, nc n1xinc, aa+s ccres, ccn textc
|. + ccnanic+,1c ccn c a|licc-+lc
|lcc+ac, tii+ serif+a+ e +lan aest+ae +r+ cs tltalcs e sa|-
tltalcs. T+lez cs aniccs elenentcs r1ficcs atiliz+acs se+n le- c. +s airetrizes nerc+aclcic+s est+|elecia+s nc rcetc
tr+s c+ital+res nc inlcic acs c+ltalcs, "r++t+s ncs fin+is e
a. cs linites tecniccs e tecnclciccs.
+s (cac+s) ilastr+,ces, se existiren, caer1c ser en o|, ccn
Liaentenente, c est+|elecinentc ac ccnceitc r1ficc e + ri-
tecnic+ ae |icc-ae-en+. O +el a+s 1in+s intern+s ser1 ae
neir+ a+s et++s ae rcetc a+ a|lic+,1c.
r+n+tar+ |+ix+, t+lez ae |+ix+ +lar+ ccnc, cr exenlc, c
V+s c ae sinific+ "est+|elecer c ccnceitc r1ficc:eanac c
clen.
aicicn1ric Aarelic, ccnceitc e (aentre catrcs sinific+acs).
O lirc ae receit+s calin1ri+s cert+nente ter1 en sa+ c++, in-
l!l1 /s| .r..|rr 's1 J. .r|.t s| J. t.../.t .tr|rs1 /tr|
ress+ en a+aricrcni+, an+ fctc ae an acs r+tcs ca ae ins-
/.| .rsr.r|'

r tJr| Js /s.r/JsJ. J. .r../.t O textc inici+l a+ n+teri+ e c seainte.

` .rt..r1 r. s/r.r |.r J. rrs s/s:ts r1 .r..1 |J.|s
":e ccn+r+rncs lircs e reist+s, n1c incrt+ se c +ssantc
.r . J. rts/ . sr||rsJ~
e eccncni+ +rlccl+, |iclci+ nclecal+r, nca+ ca aesin
` .| |r|1 r| J. :||s .r:|.1 .r .r . rs/ . r.//t
r1ficc. ncs lircs est1 c ccnhecinentc searc, n+s reist+s
J J|:~
est1 infcrn+,1c aente. Lircs +|ri+n c s+|er est1el, ae
|J.|s r J|| .r.| t.rr .r..||rs1 |r|.||tr rsr./. . |Js
1 entrca en aec+nt+,1c, reist+s +|ri+n c s+|er ain\ni- s s/rs /ts|/.|ts~
cc, en e|ali,1c. Ncs lircs est1 c ern+nente, n+s reist+s
Lnt1c tencs an+ tent+ti+ ae delinio ae ccnceitc r1ficc.
est1 c tr+nsitcric. Le+nac r+cicclnic +te c fin. lircs ccn-
I a resposta individaalizada,
sclia+n c +ss+ac, e reist+s +cnt+n c fatarc. L cr issc
de carter preliminar,
ae, a+nac aerencs s+|er c ae est1 rcl+nac ae ncc, +-
sinttica e |astilicvel
ncs s reist+s, e a+nac rccar+ncs referenci+is ccnsis-
ao problema qae se identilicoa
tentes, +ncs +cs lircs. Os tr+|+lhcs excstcs n+ t.+
com a gerao do brieling.
ien+l ae Desin Cr1ficc ccnfirn+n esse rinclic. en-
a+ntc cs lircs tr+nsniten sear+n,+, +s reist+s e +s a-
Lxlic+nac. + resposta individaalizada crae c+a+ aesi-
|lic+,ces +als+s tr+nsniten inaiet+,1c.
ner ten sa+ ccni,1c, sa+s referenci+s e sea re+rc tecnicc ae
1c aeternin+r ca inflair fcrtenente nc "c+ninhc ae ele se-
Ln a+laer +ncr+n+ +|r+nente ae se f+,+, caencs
air1 +r+ est+|elecer c ccnceitc r1ficc.
iaentific+r aiferentes tenaenci+s, aiferentes +|cra+ens, aife-
rentes n+neir+s ae f+zer. O resalt+ac a+ t. ien+l n1c sc
O ccnceitc ten carter preliminar crae nele s1c aeterni-
n1c faia + ess+ rer+, ccnc + erseaia. c c|etic e ex+t+-
n+a+s, ae fcrn+ n+crc, +s c+r+cterlstic+s a+ e,+ r1fic+, ae se-
nente c ae inclair entre c selecicn+acs +s naltil+s f+ces
r1c c|etc ae +rcfana+nentc e aet+lh+nentc n+s et++s cs-
ac aesin ae se f+z nc r+sil. Ln+ ez ncnt+ac +ncr+-
tericres ac rcetc.
n+ c+|e +cr+ re+liz+r an esfcr,c ae |+l+n,c, |asc+nac
T+n|en n1c s1c nele tr+t+a+s +s esecificia+aes e cs aet+lhes,
ccnce|er senelh+n,+s e aire,ces aiferentes. Ness+ reflex1c,
cr issc ele e sinttico.
e csslel entreer cert+s linh+s ae fcr,+, certcs clcs ae
+tr+,1c c++zes ae er+r racs ae ccn+rtilh+n +finia+-
Ccnc en tcac tr+|+lhc ae Desin, h1 ae se ter an+ |astili-
aes cr+ ae lina+en, cr+ ae rcceainentcs, cr+ ae enf+ses.
cativa (ca an ccnantc ael+s) +r+ +s aecisces ae fcr+n tc-
N+s 1in+s seaintes s1c +resent+acs sete racs. Os cin-
n+a+s n+ el+|cr+,1c ac ccnceitc. :1c el+s ae a+r1c sastent+-
cc rineircs fcr+n reaniacs cr criterics interncs rc-
,1c +cs +ranentcs atiliz+acs n+ aefes+ ac ccnceitc e ae tcac
ri+ histcri+ a+ lina+en r1fic+, ena+ntc cs acis alti-
c rccessc ae rcetc.
ncs ccn+rtilh+n +finia+aes a+ntc s enf+ses a+a+s +c
Os elenentcs inici+is +r+ + er+,1c ac ccnceitc s1c cs ele-
ccnteaac e +c a|licc. L |cn +is+r aesae 1 ae +lan+s
nentcs (a+acs e infcrn+,ces) ae resalt+r+n a+ er+,1c ac bri-
e,+s caeri+n ser inclala+s en an aeternin+ac rac se-
eling.
anac certcs +r\netrcs, ae naa+ri+n ae la+r seanac
catrc cntc ae ist+. Lcne ae retenaer cri+r c+nis+s ae
fcr,+ e esteriliz+ntes, esses racs s1c +ntes an+ tent+ti+
ae rccr ch+es ae leitar+ +r+ an+ ccnreens1c acs nal-
Qaatro Yariveis
tilcs c+ninhcs ac aesin |r+sileirc ccntencr\nec.
O est+|elecinentc ac ccnceitc r1ficc se a1 ccn + ccnsiaer+-
,1c ae a+trc +ri1eis ae est+r1c en craens ae ricria+ae ai-
ferentes +r+ c+a+ tic ae a|lic+,1c. :1c el+s.
Crapo 1 O aesin ae ai+lc+ ccn +s referenci+s re-
+. lnacle e ccnteaac a+ a|lic+,1c
ncaern+s.
|. aestces nerc+aclcic+s
"Neste rac, aen a1 c
c. c+r+cterlstic+s ac a|licc-+lc
tcn e c lexicc aec+nt+ac +c
a. re+lia+ae tecnic+ e tecnclcic+ +r+ sa+ rcaa,1c e re-
lcnc acs secalcs ae +nte-
rcaa,1c.
ceaer+n +c far+c1c ncaer-
Ccnsiaer+nac-se ae + re+lia+ae tecnic+ e tecnclcic+ +ta+l +-
nc. L c la+r acs tics seri-
r+ rcaa,1c ae e,+s r1fic+s ten cert+ ccnst\nci+, ca se+, est1
f+acs, a+s inhet+s, acs crn+-
feit+ ccn cs nesncs rcceainentcs |1siccs e ccn cs nesncs
nentcs. As in+ens rece|en
sisten+s ae inress1c (cffset e aiit+l), +ncs aet+lh+r an ca-
nclaar+s, +s ccres s1c +s-
cc n+is cs : itens +ntericres. l+r+ issc, +ncs atiliz+r elenen-
teis. A +tncsfer+ e ae ele\n-
tcs a+ n+teri+ "Desin Laitcri+l n+ t. ien+l ae Desin
ci+ e scfistic+,1c. listcri+,
Cr1ficc, a|lic+a+ n+ reist+ ADC n. It.
tr+ai,1c, reseit+|ilia+ae,
ccnsistenci+, taac issc rin+
O +rtic tr+z an+ reflex1c sc|re + rcaa,1c n+ 1re+ eaitcri+l
ccn + lina+en r1fic+ ae
nc ae aiz reseitc s +finia+aes entre +s a|lic+,ces, se+n
resscn\nci+s cl1ssic+s.
el+s ae enf+se, ae lina+en ca ae rcceainentcs.
O dicionrio Houaiss,
projeto de Victor Burton
oI
Crapo 2 O aesin ae ai+lc+ ccn +s referenci+s ncaern+s. Crapo 4 O aesin ae ai+lc+ ccn +s referenci+s ern+cal+-
res.
"L c aesin ecca+ac en aierir,
"O ai1lcc +ai e tr++ac ccn +
exlcr+r, reens+r e ex+nair c lexi-
ait+ lina+en cal+r, esse inen-
cc ncaernc.
sc c+n+l ae n+nifest+,ces isa+is
Acs c intensc |cn|+raeic rece-
escnt\ne+s ae, ae t1c fcrte e e-
|iac n+s altin+s I ca : aec+a+s,
cali+r, cr ezes e ccnfanaiac
fratc a+ enerenci+ ac cs-
ccn + 'era+aeir+' |r+silia+ae.
ncaernc, + lina+en r1fic+ iaen-
Ln nanerc c+a+ ez n+icr ae ae-
tific+a+ ccn c iae1ric ncaernc
siners ten clt+ac +ten,1c +r+
ncstr+ ae n1c sc est1 i+, ccnc
esse n+n+nci+l ++rentenente ines-
+ss+ |en.
ct1el.
Alen ac territcric a+ iaentia+ae
A cen+ acnestic+ fcrnece c|etcs
ccrcr+ti+, cnae ccntina+ a+nac
sinelcs, n+rc+acs e enc|reciacs
+s c+rt+s, t+n|en nc aesin eaitc-
elc asc cctiai+nc, + r1fic+ ca
ri+l el+ reresent+ an+ referenci+
l+r fcrnece in+ens sinles e fr+nc+s ac nanac.
ae esc inaiscatlel.
O aesin feitc + +rtir aess+s referenci+s reflete + nesn+ sin-
Aai, aes++recen cs crn+nentcs,
licia+ae, sinelez+ e aesc+nentc ac aniersc ae c insir+.
cs tics eraen +s serif+s, +s in+-
ens +|+nacn+n +s nclaar+s e
l+ss+n + s+nr+r +s 1i-
Crapo 5 O aesin ae ai+lc+ ccn +s referenci+s a+ nlai+ ele-
n+s, +s ccres tcrn+n-se
trcnic+.
fcrtes e ch++a+s.
Lstratar+, linez+ e ccn-
cis1c s1c +s +l+r+s ae-
craen...
Crapo 3 O aesin ae ai+lc+ ccn +s referenci+s cs-
ncaern+s.
"A linez+ e + ccncis1c ncaern+s
a1c la+r + an+ rcfas1c ae elenen-
tcs ae flata+ n+s 1in+s, sen ccn-
t+r n+is ccn c +cic ae an+ estra-
tar+ ai+r+n1tic+ cl+r+ e +fin+a+.
Lnenh+ac n+ saer+,1c a+ in-
"O aiscarsc r1ficc ccnstitalac cr seaenci+s ininterrat+s ae
flaenci+ ncaern+, e an aesin sensl-
in+ens, entrene+a+s cr cacc ca nenhan textc, est1 rel+cic-
el +c estilh+,+nentc aesccnstrati-
n+ac nir+,1c +r+ +s 1in+s ae lircs e reist+s a+ lina+-
c, ccr+csc c saficiente +r+ +|rir
en a+ nlai+ eletrcnic+ en er+l, e ac laec-cli en +rtical+r.
n1c a+ reae ae rcte,1c reresent+-
As in+ens +nh+r+n ritnc, in+ctc, +atcncni+. A +reens1c
a+ elcs ccnfcrt1eis rias e +linh+-
inst+nt\ne+ a+ infcrn+,1c isa+l irca ncea+ ccrrente.
nentcs.
O textc, a+nac existe, ca e fr+nc+nente +cesscric, ca fancic-
Acs sa+ eclcs1c n+s aec+a+s ae o e
n+ +en+s ccnc sin+liz+,1c i1ri+ n+ +atcestr+a+ isa+l.
o, erlcac en ae +ssca + iaentifi-
c+r-se a+se ae exclasi+nente ccn lcr an l+ac, esse ncac ae ccnstrair c aiscarsc r1ficc ++ tri-
an+ f+ix+ ae a|licc ccncst+ cr |atc +c aesin ae r+iz ncaern+, n+ linez+ ai+r+n1tic+ ccn
cens +nsicscs cr irreerenci+ e ae c+a+ in+en cca+ + 1in+, cr catrc, + lcic+ n1c-line+r
ccntest+,1c, el+ ncstr+ hce ae, na- ae +rtical+,1c a+s in+ens sa|erte a+laer retens1c ae c|e-
itc n+is ae nca+ +ss+eir+ ca ti- tiia+ae e cl+rez+, rccsitcs t1c c+rcs +cs ncaerncs.
ae nercsc, seas aesticn+nentcs
acs ricres a+ crtcacxi+ ncaern+
Crapo 6 O aesin ae ai+lc+ ccn +s referenci+s ae ccntea-
+|rir+n nccs c+ninhcs +r+ + lin-
ac.
a+en ac aesin.
Noites Tropicais,
projeto de Lus Stein
Catlogo do Prmio Museu da Casa
Brasileira, projeto de Marcelo Aflalo.
Catlogos da Mostra
do Redescobrimento,
projeto de R. Ohtake.
Revista ADG, projeto de
Ceclia Consolo &
Luciano Cardinali.
Catlogo do V Agulhas da
Alta Moda Brasileira,
projeto de A10 Design.
Livro 10 Anos MTV Brasil, projeto de Galpo F Design
o:
Qaestes Hercadolgicas e Pblico-alvo "Aai + enf+se est1 nc +ssantc
tr+t+ac el+ a|lic+,1c.
Dc cntc ae ist+ ccnerci+l, +s a|lic+,ces e, en eseci+l c li-
A estr+tei+ ac aesiner e f+zer rc, s1c nerc+acri+s. lcrt+ntc aeen cssair c+r+cterlstic+s ae
ccn ae + isa+lia+ae li+a+ +c +resent+,1c, +tr+tiia+ae, airecicn+nentc, etc...
+ssantc inrene + isa+lia+ae
lcaencs ccn+r1-lc, en rel+-
a+ rcri+ a|lic+,1c.
,1c sa+ sita+,1c ccnerci+l, +
L ess+ referenci+ ae lina+en an+ c+ix+ ae |cn|cns. sa+
ae +ss+ + ncrte+r c rcetc. ccnr+ aeenae ae 1ri+s aes-
tces.
:e + iaentia+ae ae an+ enres+
est1 intin+nente li+a+ lin- Lntre el+s. +tr+tiia+ae, rcness+ en|+l+en/ccnteaac, iacnei-
a+en isa+l ae sa+s c+n+- a+ae a+ n+rc+, circanst\nci+ a+ ccnr+, etc.
nh+s a|licit1ri+s acs +ncs :o e
Alan+s ael+s s1c aestces ae est1c airet+nente li+a+s s c+-
to, n+a+ nelhcr ae +act1-l+
r+cterlstic+s fcrn+is acs lircs e a|lic+,ces.
nc lirc ae +i ccnt+r sa+ his-
C++s, cr exenlc, s1c rcness+s e en|+l+ens. Ccnc n+ c+i-
tcri+, ccnc nc c+sc a+ Cess,
x+ ae |cn|cns, n1c |+st+ + c++ ser |c+. el+ ten ae ser cce-
Leer.
rente ccn c ccnteaac. Os |cn|cns ten ae ser "+reciacs
:e cs lircs ae an +atcr fic+-
ccn + c+ix+... e s+|crcscs. A c++ ten ae ser rcet+a+ +r+
r+n inren+acs el+s in+ens
+resent+r slntese ac ccnteaac. Lste ten ae est+r r+fic+nente
cri+a+s cr an ilastr+acr |ri-
ccerente ccn + c++.
lh+nte, n+a+ nelhcr ac ae aes-
t+c1-l+s n+s c++s ae an+ reeai-
,1c a+ c|r+ aesse +atcr, ccnc
:intetiz+nac. c rcetc r1ficc ae an lirc (ca ae a+laer a-
n+ Ccle,1c Cain+r1es lcs+.
|lic+,1c) aee.
ser ccerente ccn sea ccnteaac
Crapo T O aesin ae ai+lc+ ccn +s referenci+s ac a|licc.
act+r + a|lic+,1c ae erscn+lia+ae e ae iaentia+ae
":in, e era+ae ae + recca+,1c
+rtical+r c++ e ai+r+n+,1c
en est+|elecer an ai1lcc ccn c
exlcr+r cs aiferenci+is ccnerci+is e/ca nerc+aclciccs
a|licc est1 senre resente, a+l-
inerentes +c rcaatc ae ele e.
aer ae se+ c rcetc.
lcrt+ntc, n+is an+ ez, rcet+-se + +rtir acs a+acs e infcr-
Nc ent+ntc, tr+t+-se ae an+ aes-
n+,ces ae se css+ cclet+r rel+tics +cs aierscs +sectcs + se-
t1c ae enf+se. Nestes c+scs, c eixc
ren ccnsiaer+acs, tr+nsfcrn+nac-cs en ccnhecinentc sc|re c
ccnaatcr e + recca+,1c ccn c re-
a+l se |+sei+n +s aecisces ae rcetc.
ertcric ac a|licc-+lc e ccn +s
ccnai,ces ccncret+s ae eical+,1c C++ e ai+r+n+,1c s1c ccncnentes ac rcetc r1ficc a+ a-
ac rcaatc. Ln catr+s +l+r+s, e |lic+,1c. Assin, s1c inse+r1eis.
an aesin ccn enf+se n+ rece,1c
e an+ +|cra+en +n1lc+ ac rc-
etc ae en|+l+en.
Cri+r en+ti+, f+l+r + nesn+ lln-
a+, reneter + an aeternin+ac cc-
aic +rtilh+ac elc a|licc, ess+s
s1c +lan+s a+s estr+tei+s +act+-
a+s.
lssc cae ser feitc cr neic a+
tr+nsfcrn+,1c ac +atcr en an sin-
1ticc |cnecc triainensicn+l, |as-
c+nac +nli+r + f+ix+ ae leitcres a+
c|r+ ae \erlssinc ca el+ +ac,1c
ae an r+fisnc incal+ac s r+-
hic ncels, |asc+nac +tr+ir +acles-
centes +r+ an lirc ae :tehen
Kin (...).

Coleo Guimares Rosa,

projeto de Victor Burton.
Coleo Verssimo,
proj.: Ps magem Design
Capa de
O Apanhador de Sonhos
proj.: Ps magem Design
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