{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,2,21]],"date-time":"2025-02-21T22:29:06Z","timestamp":1740176946447,"version":"3.37.3"},"reference-count":0,"publisher":"Universidade Federal do Tocantins","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Rev.Observ."],"abstract":"<jats:p>Quando completava 11 anos, a Universidade Federal do Tocantins adotou uma nova marca e incluiu um bras\u00e3o em sua simbologia, na quarta mudan\u00e7a significativa de identidade visual ao longo de sua hist\u00f3ria. Cinco anos depois, este artigo recapitula esta evolu\u00e7\u00e3o por uma abordagem semi\u00f3tica anal\u00edtico-descritiva e busca desvendar, com uma vis\u00e3o cr\u00edtica do discurso institucional e \u00e0 luz de fundamentos do design e da imagem, poss\u00edveis interpreta\u00e7\u00f5es para al\u00e9m dos significados oficiais das representa\u00e7\u00f5es simb\u00f3licas. Desta leitura conclui-se que as muta\u00e7\u00f5es da identidade visual da UFT encontram justificativa no processo de consolida\u00e7\u00e3o da Universidade, dialogam com a sua trajet\u00f3ria e podem ser interpretadas como s\u00edntese de sua identidade institucional.\r\n\u00a0\r\nPALAVRAS-CHAVE: Comunica\u00e7\u00e3o organizacional; identidade visual; imagem; marca; universidade \u00a0\r\n\u00a0\r\n\u00a0\r\nABSTRACT\r\nWhen it was 11 years old, the Federal University of Tocantins adopted a new brand and included a coat of arms in its symbolism, the fourth significant change of visual identity throughout its history. Five years later, this article recapitulates this evolution through an analytic-descriptive semiotic approach and seeks to unveil, with a critical view of institutional discourse and in the light of design and image fundamentals, possible interpretations beyond the official meanings of symbolic representations. From this reading it is concluded that the mutations of UFT's visual identity are justified in the consolidation process of the University, they dialogue with its trajectory and can be interpreted as a synthesis of its institutional identity.\r\n\u00a0\r\nKEYWORDS: Brand; image; organizational communication; university, visual identity\r\n\u00a0\r\n\u00a0\r\nRESUMEN\r\nCuando cumpl\u00eda 11 a\u00f1os, la Universidad Federal de Tocantins adopt\u00f3 una nueva marca e incluy\u00f3 un escudo en su simbolog\u00eda, en el cuarto cambio significativo de identidad visual a lo largo de su historia. Cinco a\u00f1os despu\u00e9s, este art\u00edculo recapitula esta evoluci\u00f3n por un enfoque semi\u00f3tico anal\u00edtico-descriptivo y busca desvelar, con una visi\u00f3n cr\u00edtica del discurso institucional ya la luz de fundamentos del dise\u00f1o y de la imagen, posibles interpretaciones m\u00e1s all\u00e1 de los significados oficiales de las representaciones simb\u00f3licas. De esta lectura se concluye que las mutaciones de la identidad visual de la UFT encuentran justificaci\u00f3n en el proceso de consolidaci\u00f3n de la Universidad, dialogan con su trayectoria y pueden ser interpretadas como s\u00edntesis de su identidad institucional.\r\n\u00a0\r\nPALABRAS CLAVE: Comunicaci\u00f3n organizacional; identidad visual; imagen; marca; universidad.<\/jats:p>","DOI":"10.20873\/uft.2447-4266.2019v5n2p221","type":"journal-article","created":{"date-parts":[[2024,6,15]],"date-time":"2024-06-15T00:07:39Z","timestamp":1718410059000},"page":"221-255","source":"Crossref","is-referenced-by-count":0,"title":["DECIFRANDO A UFT: uma leitura semi\u00f3tica da Universidade Federal do Tocantins"],"prefix":"10.20873","volume":"5","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3072-2904","authenticated-orcid":false,"given":"Mois\u00e9s de Lemos","family":"Martins","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0183-8417","authenticated-orcid":false,"given":"Bianca Zanella","family":"Ribeiro","sequence":"additional","affiliation":[]}],"member":"8462","published-online":{"date-parts":[[2019,4,1]]},"container-title":["Revista Observat\u00f3rio"],"original-title":[],"link":[{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15124","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15142","content-type":"application\/epub+zip","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15163","content-type":"application\/octet-stream","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15182","content-type":"application\/zip","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15201","content-type":"application\/x-gzip","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15220","content-type":"application\/zip","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/download\/6591\/15124","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2024,6,15]],"date-time":"2024-06-15T00:07:40Z","timestamp":1718410060000},"score":1,"resource":{"primary":{"URL":"https:\/\/sistemas.uft.edu.br\/periodicos\/index.php\/observatorio\/article\/view\/6591"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,4,1]]},"references-count":0,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2019,4,1]]}},"URL":"https:\/\/doi.org\/10.20873\/uft.2447-4266.2019v5n2p221","relation":{},"ISSN":["2447-4266"],"issn-type":[{"type":"electronic","value":"2447-4266"}],"subject":[],"published":{"date-parts":[[2019,4,1]]}}}