Diseño de identidad visual para emprendedores artesanales Casa de la Cultura Núcleo de Chimborazo.

Abstract

The aim of this technical research is to promote the work made by the crafts entrepreneurs from Casa de la Cultura, Núcleo de Chimborazo, through the design of a visual identity system, for the formal presentation of the economic activity. The design methodology is based on Bruce Archer's Systematic Method, which consists of three phases; in the analytical phase, we collected information on the handicraft activity in Riobamba city, where based on analysis sheets of the surveys conducted to craftsmen by the linkage project ESPOCH (2023), we obtained the consumer's profile. We also used Buyer Persona sheets to define the target audience in a more detailed and concise manner. In addition, we used documentation sheets where we collected information on handicraft activities, according to their elaboration material from primary and secondary sources. Meanwhile, in the creative phase, analysis sheets were made on the inspiring elements for the creation of the visual identity of each of the handicraft activities, and a moodboard was elaborated where several photographs were collected as the main source. Finally, in the executive phase, an opinion was requested from the craftsmen and experts in Graphic Design for the validation of brand proposals. Consequently, the design of the umbrella brand with its respective product brands was achieved, where the following parameters were validated: shape, symbol, color and typography. In conclusion, the corporate identity manual helps the recognition of the crafts entrepreneurs and at the same time it is important to know the graphic application according to the distinctive elements of each Brand. Finally, it is recommended to the craftsmen from Riobamba to carry out a socialization for the effective application of the developed brands.