Aplicación del Lettering en la Creación y Gestión de Marca Orientado a las Culturas Suburbanas Biker y Skater en la Ciudad de Riobamba.

Abstract

Due to a lack of knowledge and generalization to suburban cultures, their lack of identification and differentiation by trademark characteristic, a process in the creation of brands was suggested oriented to Biker and Skater subcultures in Riobamba city, with a technique called Lettering, which consist on drawing letters and de not write them. It was proceeded to investigate the history, evolution and characteristics of suburban cultures or subcultures, the behavior of its members, also to the lettering and its tools including the technical process of brand building, exponents, and works more relevant. Through techniques such as the survey was possible to be involved directly with its members, the observation that helped get anthropological data, and the interview to obtain preliminary data as the average numbers of each subculture, these data allowed us to build brands with characteristics of these subcultures and create a new style which in turn aims to create a trend in the subcultures to communicate and identify better, the results obtained had a positive acceptance with a percentage of 60% with respect to the proposed winning Brand and 40% among the marks remaining in each of its subcultures, with what it is concluded that it is an appropriate technique in the creation of brands and communication that helps to avoid the visual pollution, it is recommended the importance of the study of the target, and engage with it for a later trademark solution.