Diseño de marca para el fortalecimiento de la identidad del ecomuseo biblioteca de la ciudad de Quito.

Abstract

This thesis develops a comprehensive brand design strategy for the Eco Museo Biblioteca de Quito, aiming to strengthen its identity and positioning as a cultural and educational benchmark in Ecuador. A qualitative approach is used for this research. The organizational narrative is analyzed through document review and semi-structured interviews with key stakeholders, identifying the museum’s current perception and areas of opportunity for design. Theoretical foundations on branding, brand identity, and applicable design methodologies are established, focusing on nonprofit organizations and the museum sector. Through content analysis, adaptable creative strategies are identified, serving as key references for structuring the design criteria. For the project's development, semantic and verbal generation models from various authors are employed to create a brand identity proposal based on ecological messages, which are translated into a visual system that personifies the established design criteria. These criteria are implemented in corporate, promotional, and digital materials. All components are integrated into a brand guideline’s book, ensuring proper brand implementation across various media, thereby contributing to organizational sustainability and internal order. The project is validated through focus groups with stakeholders, ensuring its alignment with institutional objectives and its positive impact on the community.