Rediseño de la identidad visual de la Cooperativa de Ahorro y Crédito San Miguel de los Bancos Ltda.

Abstract

The aim of this research is to redesign the visual image of the Saving and Credit Cooperative "San Miguel de los Bancos Ltda", which had a weak and a poor image of graphic elements and lacked of applications and supports for its promotion. The starting point is mainly a bibliographic research; after this, through an image audit, by means of different research techniques such as surveys to internal and external people, and interviews to internal employees, specific data were obtained, which were subjected to an analysis where the needs of the institution were determined to satisfy the expectations of both, the internal and external people. After the analysis of interviews and surveys, the design was made based on Bruno Munari's project methodology, resulting in the creation of an abstract isotype, focusing on the three acronyms of the institution, which are SMB that represent the toponymic name of the institution, in addition to maintaining elements such as the institutional colors and the logotype. In addition, a corporate identity manual was developed, which consists of multiple pages where the processes of development of the visual identity and the main applications and graphic supports of the brand are documented. In conclusion, the updating of the institutional image helps to maintain a relevant idea of a promising and committed institution on the members´minds, as well as giving way to innovative graphic proposals for the future. It is recommended to implement the proposal for further institutional and economic growth.