Abstract
This study was developed in the framework of the research project of the University of Guayaquil, called Visual Identity of the Organizations of the Popular and Solidarity Economy (VIPSE), to identify the role that the brief instrument had as an information collector in the development of visual identity, since at the beginning of the design process there were problems in the collection of information in the interviews; the methodology used is qualitative, since it was verified that the use of this instrument was effective in the development of visual identities. By applying this instrument, the brand identity of 112 organizations of the popular and solidarity economy with 1,200 beneficiaries and 15 records was created, and the design was affected by the way the brief was developed during the design process.
TopBackground
Brown raises established terms to outline the content of the communicational design: identification, persuasion, information or explanation; necessary for the development of a visual identity, creativity must be aroused based on perceptions that are not form the designer, but from the user who needs the element. (Cited in González, 1994, p.125)
Key Terms in this Chapter
Brief: The ideological direction of a campaign or communication project. It is a document used by agencies and creatives to carry out a project required by a client.
Competence: Refers to different brands of the same product and with a certain ease of substitution, where a high level of competition is observed.
Logo: It is a graphic sign that identifies a company, a commercial product, a project, or in general, any public or private entity.
BRAND: It is the main commercial identifier or set of several identifiers with which a product or service is related and offered in the market.
Morphologic: Corresponds to the first level of complexity of the modular structure of the Formative Itinerary, since the fundamental elements of visual language are addressed in their syntactic, semantic and pragmatic aspects.
Visual Identity: It is the optical expression of the brand. It refers to the visual aspects of an organization's identity.