Sistema integral de identidad visual para la carrera de Diseño Gráfico de la Universidad Católica de Santiago de Guayaquil.

Abstract

This thesis develops an integrated visual identity system for the Graphic Design program at Universidad Católica Santiago de Guayaquil (UCSG), aiming to strengthen its academic and institutional positioning within both the university community and the professional design field. The project employs a qualitative, descriptive approach that includes a brand audit, document review, semi-structured interviews with key stakeholders, and an analysis of national and international references. This study addresses the need to update the visual identity system of the Graphic Design program at Universidad Católica de Santiago de Guayaquil (UCSG) so it can communicate more consistently across academic documents and digital media. The work follows a qualitative, descriptive approach combining a brand audit, a short literature review, and a focus-group session held via Microsoft Teams with program authorities and faculty (questionnaire and synthesis included in the annexes). From this input, a set of identity contents and meanings was consolidated and then translated into verifiable design decisions: a modular grid (orthogonal base with a controlled diagonal tension), clear typographic hierarchies, a neutral palette (white/black/greys) designed to coexist with student work, and an orange accent (Pantone 1655 C) used as a regulated energy cue. The outcome is not only a logo proposal, but the foundations of a flexible identity system and usage guidelines intended to sustain consistency over time. The initial proposal was reviewed through differentiated feedback from internal stakeholders (faculty and authorities) and external designers, leading to adjustments focused on hierarchy, grid behavior, and application rules.