A transparência como marca indutora do design de sinalização interna do Tribunal de Contas do Estado do Tocantins

Abstract

It deals with the strengthening of the intellectual property of a public agency through strategic visual identity, in which transparency is emphasized as a design-inducing mark, in which a proposal is included in the form of a simplified manual for the internal signaling of the Rui Barbosa Building, a building attached to the Tocantins State Court of Auditors. Brings visual identity as a value expression. It presents the Historical Evolution of the Brand and its definitions. It addresses the first International Agreements for Brand Protection. It discusses Article 124 of Law 9.279/96, which addresses the Principle of brand veracity in Brazil. Shows advantages related to Brand Attributes and Senses. And, it makes considerations about the Brand's Human Connection index. The study innovates when discussing the relevance of an institutional brand, although it cannot be registered within the current legal parameters. Demonstrates the importance of Brand Management for the Public Company. It presents the research that resulted in the creation of internal signage as a way to strengthen the institutional brand of the Court of Accounts of the State of Tocantins in this important point of contact with its public. It also guides the manager about the steps that led to the creation of the internal signage of the Rui Barbosa Building, considered in this research as strategic tools that promote marketing innovation, organizational and, mainly, valorization of the public brand as a strategic asset. The approach methodology adopted is deductive, starting from the methods of historical, experimental, observational and comparative procedure. It also addresses Banco Itaú's institutional campaign on the point of view of the use of colors as a way to strengthen the brand. Demonstrates how the Benchmark tool can function as creative strategic shortcuts. It exposes the semiotic study on the importance, influence and psychological meanings of the color blue. Discusses about Ergodesign, Ergonomics and Visual Field for the effectiveness of information to the target audience. It considers that from the analysis of swot and Canvas model applied to the products, strategies were obtained that facilitated the solution of the problem of lack of accessibility and even that, through the Brainstorm tool, creative strategies were obtained that strengthen the perception of transparency, a characteristic expected by the society of a public institution. It was verified as hypothesis whether internal signaling could transpose concepts inherent to its corporate identity and, thus, allow transmitting values related to its brand, to its internal and external audiences. As products, we obtained the Conclusive Technical Report, Simplified Manual to guide the manager and Scientific Article that addresses the importance of the brand to generate institutional value, in addition to this dissertation. And he also makes considerations about future work.