Diseño de marca gráfica, sistema de identidad visual y lineamientos de uso de marca para la Galería Mirador de la Universidad Católica de Santiago de Guayaquil.

Abstract

he present titling work is the creation of the graphic brand, the visual identity system and the stipulation of the use guidelines of the Mirador brand of the Catholic University of Santiago de Guayaquil, due to the lack of said elements. For the development of the project, an investigation of combined methods is carried out in two phases, the first phase of documentary research that provides an institutional information of the Mirador Gallery and information about the identity of brands, cultural brands and corporate image. The second phase of descriptive research is used to obtain information on the current situation and the projection of the gallery, to know the need for graphic intervention of the institution. In the descriptive research, qualitative and quantitative methods are used where they are carried out, they are not structured and the project is solved according to the real needs of the institution and its target audience, the stage of the definition of the design criteria, development of The proposals for graphic brand and definition of the visual identity system. In addition, this project stipulates the guidelines for brand use, which determine the main and secondary configurations of the brand, primary and secondary chromatic, use of typography, corporate material, construction of advertising pieces and merchandising system, thus achieving to contribute to the positioning actions of the brand that the institution carries out.