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São Paulo City graphic memory: exploratory studies on typography and identity

Grant number: 10/19166-8
Support Opportunities:Regular Research Grants
Duration: April 01, 2011 - March 31, 2013
Field of knowledge:Applied Social Sciences - Industrial Design - Visual Programming
Principal Investigator:Priscila Lena Farias
Grantee:Priscila Lena Farias
Host Institution: Faculdade de Arquitetura e Urbanismo (FAU). Universidade de São Paulo (USP). São Paulo , SP, Brazil


What are the main visual characteristics presented by the typographic artifacts produced and publicized in Sao Paulo city? This project aims at understanding the configuration of Sao Paulo city visual identity through these artifacts; assuming that the answer to this question may indicate the visual attributes that contribute to shaping the metropolis' sense of place or spirit of place. It is understood that this configuration is realized by the graphic and typographic choices made by city residents over time, and publicly displayed through forms and letters that are printed, written, engraved or drawn. By adapting grounded theory methods for a study on visual and material culture, combined with elements of analysis derived from Peircean semiotics, the results expected are a database with images and information on São Paulo city graphics memory, the formulation of theories and hypothesis on São Paulo city typography and identity, and the development of a digital type family based on the data collected. (AU)

Articles published in Pesquisa FAPESP Magazine about the research grant:
La memoria de las letras 
Printing heritage 
Articles published in Agência FAPESP Newsletter about the research grant:
Articles published in other media outlets (0 total):
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