Escola das Artes / CITAR Centro Criatividade Digital Escola das Artes - UCP
November 5th 2012
School of Arts / CCD Catholic University of Portugal

ADDICT - Dr. Pedro Carvalho Almeida

Design and industry? it sounds good!
Bringing together design and industry to discuss silent vehicles sounds more than good, it sounds very good!
This presentation will focus on the strategic dimension of design as means for either establishing or reinforcing bridges between creative practices and industrial developments. It is well known design has largely contributed to better relate people with the environment through objects, being therefore an activity that proved beneficial to society, organizations and economy at various levels.

However, new challenges emerge and new questions arise, making design a purposeful activity while enabling it to expand the boundaries of common sense. Within the logic of the present global context, the exploration of sound design for electric vehicles represents a good example on how traditional links between design and industry—mostly focussed on three-dimensional forms and visual communications—can shift and further develop. This is then a good opportunity for engaging designers and producers, thus to discuss the impact of creativity within new industrial developments and different urban scenarios through silent vehicles. From this perspective, regarding future outcomes, how can traditional design approaches come into play and shift by exploring sound design, aiming to address information, safety, interaction and identity issues, hence to originate new possibilities for tomorrow?

ADDICT – Creative Industries Portugal is precisely a platform acting to contribute to the development of entrepreneurship and the creative economy through the promotion of coordination, information and knowledge among its different disciplines and heterogeneous agents. Our mission is to foster the creation of a vibrant creative environment. In this context, the establishment of synergies and links between the worlds of design and industry is fundamental as well as design and territories, so that creativity can trigger economic, but also social and cultural development.

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Short Bio:

Pedro Carvalho de Almeida (1972, Porto, Portugal) is passionate about brand imagery since he was a child, even before he could understand it. This led him to graduate in communication design (graphic arts) at the Faculty of Fine Arts University of Porto (1997), and to earn a Masters degree in Design, Materials and Product Management from the University of Aveiro (2005). He submitted recently his doctoral thesis at Central Saint Martins College of Art & Design, University of the Arts London. His research project is about brand archives as a design response to the globalization of visual identity.

As a communication designer his skills range from lettering and calligraphy, photocopy, collage, ethnographic research, visual analysis, mind-mapping, and deconstruction of brand identity programmes. He specialised in visual identity and previous work includes the design of the symbol and identity guidelines for Metro do Porto. Collaborations included design projects for Escritório de Design, Sonae, Cifial, the Portuguese Design Centre, Central Saint Martins Research, and for independent record labels such as Mulher Avestruz, Phonica and Resista Records.

Presently is Assistant professor at the Communication and Arts Department, University of Aveiro which is ADDICT - Creative Industries founding Member, and was associate lecturer at Central Saint Martins College of Arts & Design. Teaching covers strategic design, design management, visual research methodologies, and contextual studies.

Current research interests address the rescuing, recovery and exploration of heritage brand identities. In the recent years he has been developing brand archaeology as a methodological system combining ethnographic research and design methods, aimed at the rediscovery and cultural dissemination of locally specific brands. His research has been presented and published in international design conferences and doctoral seminars in Australia, Finland, Hong Kong, Italy, Portugal, UK and in the USA.

Universidade Católica Portuguesa - Escola das Artes/ CITAR Escola das Artes - UCP CITAR Centro de Criatividade Digital

School of Arts / CCD
Catholic University of Portugal