Applied Study on Visual Identity Configuration Allied to Intellectual Property Protection in Pernambuco: guidelines for designers

Abstract

This article presents a proposal to combine the development of brands with the knowledge of the legal requirements for their protection, with a view to bringing this knowledge closer to designers so that they can develop brans that can be registered and legally protected. An almost nonexistent or very punctual practice has been the discussion of such content for designers in training. With the lack of knowledge of such requirements, it is very common for conceived brands to consolidate themselves in the market gaining intangible value, but that they can be prevented from legal protection by not meeting one or more of the requirements of legal protection. Despite being a knowledge coming from another area of knowledge, it is necessary to approach in a way to guide as to the requirements and inform the designer of the limitations so that the designer can develop more efficient visual identities, subject to protection. The research was applied, qualitative, exploratory with bibliographic and documentary procedures. A research protocol was defined based on Silva & Menezes (2011). As a result, the guidelines based on the Industrial Property Law are presented, highlighting 7 impediments to registration and guidance on the search for precedence to avoid collisions of brands and impediment of registration. I. DESIGN, VISUAL IDENTITY AND THE DEMAND FOR INTELLECTUAL PROTECTIONGiven the rapid developments in technology development in recent decades, we face a challenge when dealing with the development of new products or services, because with the democratization of technology there is a much greater demand for both time and investment to produce innovative results in the face of equalization of the technological level achieved. It should be noted that most of the times manufacturers in the same segment have the same resources available to develop the products. In this perspective, design assumes a referential role, as it confers creative value compared to competitors, being able to contribute to innovation and being recognized as a competitive factor (PATROCÍNIO, 2013).