Rediseño de marca y creación del manual de identidad visual para el Centro de Terapias Grupales Luz de Esperanza.

Abstract

The work objective is to redesign the brand Luz de Esperanza Group Therapy Center and create a visual identity manual that makes it possible to publicize the appropriate uses of the redesign for recognition and positioning. The methodology used had a mixed approach, where bibliographic research was carried out and research of direct sources through interviews to learn about the center and how the brand is managed, and all communication aspects. In addition, surveying families who have used the center's services to verify whether or not the brand meets the characteristics. A design process was applied to develop brand proposals that meet the characteristics. Through a visual technical process, a brand proposal that already complies with its syntactic and semantic design parameters was validated. The design of the visual identity manual contains the different specifications of the proper use of the brand, as well as its different applications in graphic supports, whether for ATL media (traditional media) or BTL media (digital media). The result is the redesign of the brand that complies with the characteristics and the ideal syntactic and semantic criteria to generate belonging and positioning in our users. In conclusion, it was obtained that the personnel in charge of the center feel pleased with the results obtained from the redesign of the brand because it is presented as a graphic solution that communicates the philosophy of the center. Therefore, it is recommended that the center make proper use of the new version of the brand, as well as work with a graphic professional who enforces all the parameters set out in the visual identity manual.