Rediseño de marca y definición de normativa de uso para la Fundación “CREAR” de la ciudad de Guayaquil.

Abstract

This degree work proposes the redesign of the brand and definition of the rules of use for the “CREAR” Foundation of the city of Guayaquil since it has a graphic system that makes communication difficult in physical and digital media. To develop the project, a documentary and bibliographic research methodology is carried out, collecting necessary information from the foundation, and consulting online academic libraries about branding, identity, and brand manual. In the second part of the methodological process, a descriptive research is applied with a qualitative approach, conducting semi-structured interviews with the aim of building the brand brief, defining the design methodology, contents of a brand manual and knowing the communication parameters of the brand in social networks, as well as a focus group with people who have knowledge trained in graphic design to evaluate the initial proposals, ending with the final evaluation of the brand with the director of the “CREAR” foundation. This project also defines the guidelines for using the brand in a corporate manual with each of the brand's configurations and applications, such as: corporate applications, merchandising and social networks.