The image in the design of the personal brand of the visual artista

Abstract

Introduction: This document reflects on the way in which the visual artist can use the image-brand of himself to improve his positioning. For this, the various conceptual and methodological innovations proposed by Boris Groys and Joan Costa in the field of study about art and brand design have been taken into account. Objective: To interpret the approach of the image of the contemporary visual artist presented by Boris Groys, based on the notion of personal brand design and compared to the one that Joan Costa has maintained regarding the defense of the image as a fundamental element to constitute a mark. Method: The methodology used was a correlational study which helped distinguish Groys' ideas regarding the establishment of the public image itself and Costa's proposals on the relevance of generating a brand image that can be positioned. Subsequently, both conceptions were related to propose a personal interpretation around a more global concept of image. The instrument used was documentary research. Results: Both Groys and Costa recognize the significance of developing and communicating a brand image with which the public can identify. The authors approach the issue from different, but complementary, perspectives: while Groys establishes the relevance of self-design to generate a public image that functions as a personal brand, Costa explains the importance of the image as the main element to identify any brand. Both theorists agree that currently all social issuers have acquired the responsibility of designing their own image-brand that represents them and that can be projected in the various visual media. The analysis of these concepts has contributed the pertinent elements to reaffirm the importance of the image as an essential tool for the positioning of the visual artist. Conclusions: For Groys and Costa, the design of any public image is an artistic and creative activity that is used to distinguish a social subject or a corporation from its competitors, as well as to visually communicate to its public all the particular elements that characterize and represent them. Through the design of his image, the visual artist decides how he wants to show himself to the viewer.