Propuesta de rediseño de la identidad visual de la Federación Ecuatoriana de Fútbol.

Abstract

The aim of this research was to propose a redesign of the visual identity for the Ecuadorian Soccer Federation. The graphic proposal responds to a responsible brand that aims to improve the visual identifier based on previous designs to consolidate its identity and pay tribute to the history of the institution, by means of the use of Bruce Archer's Methodology. In the analytical phase, relevant information was obtained by means of the observation technique through two types of cards. In the first observation cards was analyzed the information corresponding to the ten visual identifiers that the Ecuadorian Soccer Federation has used, including the year, chromatics, iconography and typography. From the second observation cards, the slogans of advertising campaigns used by the Ecuadorian Soccer Federation and developed by Marathon Sports were analyzed. In the creative phase, the information from the observation cards was analyzed and synthesized to give rise to the guiding idea. In the executive phase, a survey was generated to choose the brand and another survey to validate it. According to the research, representative graphic elements were obtained and used in the graphic proposal. In the chromatic section, the colors yellow, blue and red were used, the condor was recaptured, the triangular shape and the sun as representative elements. A visual identity manual was created for the graphic proposal. In conclusion, the Ecuadorian fan gains a feeling of belonging to the new brand proposal by the Ecuadorian Soccer Federation. It is recommended to choose a methodology that jointly addresses the research and design aspects.