Meta-design of the Logotype of the Protected Designation of Origin Serra da Estrela Cheese

By Tiago E. P. Carrola, Fátima Lanhoso Vieira, Ana Filipa Couvinhas and Denis A. Coelho.

Published by The International Journal of Visual Design

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In order to enhance visibility and differentiation of an outstanding specialty product, flagship of an entire region, we pursued a discursive analysis aimed at creating alternative logos for the “Serra da Estrela” PDO (Protected Designation of Origin) cheese. The process was developed based on a Meta-design methodology, built on scenarios, including the “Serra da Estrela’s” region geographical, geomorphological, and flora characterization, referencing the distinct history of transhumance as well as current SE PDO cheese brands and their distribution. This has been a participatory process, with contributions collected from a focus group session with industrial design students, most of whom were unfamiliar with the SE PDO cheese theme. It was gathered input from key stakeholders involved in the certification and production system of this semi-artisanal cheese. There was no consensus among the evaluation of proposals made by the students and the executive officer of the certification system, which led to trailing a new direction in the proposal of an alternative for the SE PDO cheese logo.

Keywords: Meta-design, Scenarios, Synthesis

The International Journal of Visual Design, Volume 11, Issue 1, pp.17-35. Article: Print (Spiral Bound). Article: Electronic (PDF File; 893.814KB).

Tiago E. P. Carrola

Master's Student in Industrial Design Engineering, Department of Electromechanical Engineering, University of Beira Interior, Covilhã, Portugal

Fátima Lanhoso Vieira

Master of Science Graduate, Department of Electromechanical Engineering, University of Beira Interior, Covilhã, Portugal

Ana Filipa Couvinhas

Master of Science Graduate, Department of Electromechanical Engineering, University of Beira Interior, Covilhã, Portugal

Prof. Denis A. Coelho

Assistant Professor, Industrial Design Engineering Programme, Department of Electromechanical Engineering, University of Beira Interior, Covilhã, Portugal