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

Abstract

This degree project proposes the redesign of the visual identity system of CREAR Foundation in the city of Guayaquil through the design of a new graphic brand and stipulating guidelines for use in a brand manual to improve the visual projection of the institution. For the development of the project, it is proposed to collect institutional and bibliographic information on brand design through documentary research. To determine communication needs, identify personality, values, methodology and collect opinions or approvals, descriptive research is used through interviews and focus groups. Also, the manual of use determines the versions of the brand, non-permitted uses, corporate applications and merchandising that strengthen the internal and external communication of the foundation.