Diseño de identidad corporativa y manual de marca utilizando branding emocional para la Fundación Vida y Familia.

Abstract

This degree work proposes to visually project the Fundación Vida y Familia located in the city of Guayaquil, through the design of the corporate identity and brand manual, using emotional branding. Its purpose is to create the graphic identity of the foundation, since they lack it, which does not allow us to know its benefits and activities, projecting the values and characteristics that it possesses as a foundation. Two types of research are carried out for development. The first type of research is documentary, which consists of collecting information about a specific topic. Descriptive research with a qualitative approach (interviews and focus group) is the next research tool, the same one that allows collecting opinions and essential points of the object of study. The information collected contributes to the creation of the brand, graphic line, and its manual, which ensures its correct use and maintenance, as well as its application in graphic pieces.