Sistema de comunicación visual para el Centro Deportivo Olmedo.

Abstract

The visual communication system objective was to be the identity of the Centro Deportivo Olmedo, in which all elements of it are organized in a systematic manner, thus achieving efficient communication with fans and riobambeños. Different research instruments have been used that have allowed collecting data on those who have based the present project, created totally according to the opinion of the target public, riobambeños between 26 and 45 years, and the needs of the institution, from where it was possible to obtain several considerations: the public does not feel satisfactorily reporting, the behavior in the stadium must be modified, social networks are the most appropriate means for communication with the fans, without neglecting the traditional physical media that are also important; the centenary of the institution is the main thing for the leadership; the budget is limited, economic options must be considered for brand defunctions and messages. Based on the inductive method for data collection, a well-defined, organized, and systematized graphic identity was obtained as a result; and is based on communicational objectives: inform, retain, regulate behavior and highlight the club's centenary. All this, under strategic planning that seeks to improve communication with the public. After an evaluation through a focus group, where the participants, fans of Olmedo, evaluated the material created according to functionality, content, quality, durability and aesthetics; where it was obtained that the visual communication system has 88.89% effectiveness. Therefore, it can be concluded that, if applied, it would be well valued by the public and will meet the expectations of the public, for which reason it is recommended that the institution's leadership implement the present system, due to its solid technical base to renew its relationship with the fans.