Propuesta de rediseño de la marca ESPOCH y de sus Facultades, con criterios de afinidad sintáctica y Semántica.

Abstract

The present degree work had as an objective to develop a proposal about the redesign of the ESPOCH brand and its seven faculties, with semantic and syntactic affinity criteria; analyzing the visual meaningful elements that should be present in each one of the current brands. The methodology used had a mixed approach, based on the documentary and bibliographical research modality and the field in order to know the reality and the meaning of each one of them and their applications through an interview to the institution’s directors. A design process was applied in order to develop three proposals of eight brands and the current one; which were jointly exposed with a survey and validation by for groups of stakeholders that were: students, teachers, directors and workers. When getting a validation score equality between two options, a focus group was made with subject expert designers; through a visual technical process the experts validated the best proposal of ESPOCH brands and its seven faculties, agreeing with syntactic and semantic design parameters, forming a similarity family between it and its main brand ESPOCH. The eight brands manual proposed, contains the redesign different technical specifications and how the new family brands should be used, as well as its different applications in several important supports of each faculty. The redesign of the eight brands concluded, complying with the syntactic and semantic affinity criteria; it generated conceptual belonging among the stakeholders and the institution. It is recommended to make use of this brand manual in order to have a correct and coherent management of the institutional visual identity; as well as a brand’s concepts socialization and applications towards the stakeholders.