Pregrado Diseño Gráfico
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Ítem La Mejora del Proceso de Diseño a través de la Comunicación(Universidad Santo Tomás, 2024) Cruz Cepeda, Nicolás; Pacheco Hincapié, David; Pérez Peña, Natalia Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://orcid.org/0000-0001-8896-475XThis degree work focuses on the design process in the companies Ágora and Gelsa, based on the author's experience as an intern in both companies. Ágora, a strategic communication consultancy in Latin America, and Gelsa, a Colombian transactional group, share the use of graphic design as a tool to achieve their objectives. The study seeks to understand how the design process is developed in both companies and how it can be optimized to improve internal communication and the graphic representation of the brands. The project is divided into three stages. First, the current design processes in Agora and Gelsa will be analyzed through a tool that collects information on the design process, requests and perspectives of the teams involved. Then, relevant information will be identified to understand the design process and parameters will be established for the development of a tool to improve it. Finally, the most appropriate audiovisual tool to optimize the design process will be determined, considering the available resources. The work highlights the importance of collaboration between designers and other teams to achieve optimal design results.Ítem Desarrollo Integral y Construcción de la Identidad Visual para el Proyecto ARKA(Universidad Santo Tomás, 2024) Calvo Barrera, Valentina; Galvis Galvis, Juliana; Romero Camacho, Jose Alejandro; Córdoba Rodríguez, Cesar Augusto; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001862587; https://orcid.org/0000-0002-8807-9694; https://orcid.org/0009-0004-0309-0694The main objective of this work is the construction of the visual and digital identity for the ARKA project and digital identity of the ARKA project, developed at the Faculty of Graphic Design of the University of Santo Tomas. The focus is on the creation of a visual identity manual and a functional website that represent the brand's visual identity manual and a functional website that represent the values of the brand, improve its positioning in the educational and business sector, and encourage interaction with its audience. interaction with its audience. Through user-centered design methodologies and branding practices, we will branding practices, we seek to ensure visual consistency and accessibility across all communication platforms.Ítem Impactos de la Ausencia de Manuales de Identidad Visual en la Coherencia Gráfica y el Posicionamiento Estratégico de las Marcas Gestionadas por el Área de Marketing en la Empresa VML HOLDING.(Universidad Santo Tomás, 2025-02-25) Moreno Palencia, Danna Scarleth; Cubillos, Oscar; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002115867; https://scholar.google.com/citations?user=XuphyNgAAAAJ&hl=es&authuser=2; https://orcid.org/0009-0006-6417-0051This document addresses the issues of visual identity and graphic consistency in VML Holding, a business group with more than 45 years of experience in the transit and mobility sector. Within its corporate structure, there are 19 independent companies, but the marketing team is responsible for only five of them: CIATRAN, PREVICAR, VML CORREDORES, LEONCY, and BRO. Among these, only Leoncy and BRO have a brand identity manual. The research examines the impact of the absence of these manuals on the marketing department and its effect on the visual and operational consistency of the brands. Here, you will find an analysis of the current state of the existing manuals, an evaluation of their impact on the design team's productivity, and improvement proposals based on international benchmarks. This approach aims to ensure a more coherent, professional, and competitive brand image in the market.Ítem Diseño y revitalización de marca: Guías de estilo como estrategia para una comunicación visual clara, atemporal y estable en ANIF - Centro de Estudios Económicos y Heinsohn Business Technology S.A.(Universidad Santo Tomás, 2024) Díaz Vergel, María Cristina; Penagos Gamba, Sofia Michelle; Pérez Peña, Natalia Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://orcid.org/0000-0001-8896-475XThis systematization of experience addresses a fundamental challenge in the field of graphic design: the need for companies to update their brand image through contents that usually become repetitive and obsolete over the years. From the experience acquired during the professional practices in the companies ANIF - Centro de Estudios Económicos and Heinsohn Business Technology S.A., the importance of balancing modernity with tradition is identified, guaranteeing the public's trust without falling into the superficiality of short-lived trends. The central purpose is to establish a style guide that revitalizes the brand image of the companies, ensuring a clear, timeless and stable visual communication in its contents, using a methodology that integrates theoretical and technical knowledge with creative and investigative processes of professional training in graphic design. The style guide not only responds to the needs of the current market, but also promotes a more empowered and meaningful visual identity for companies, maintaining the loyalty and trust of the public that has been built over many years. This work seeks to demonstrate that graphic design is a fundamental tool in business communication, and that, when used properly, it can be a catalyst for growth and social transformation in Colombia.Ítem Sistematización del Diseño Gráfico con un Enfoque Unificado para la Optimización de la Comunicación Visual en las Empresas: CEMEX, Multivacaciones Decameron y la Fundación Universitaria San Martín(Universidad Santo Tomás, 2024-11-25) Alvarez Linares, Paula Alejandra; Insuasti Buitrago, Maria Paula; Tirado Guio, Mariana; D´Luys Monsalve, Paola Andrea; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001458959; https://orcid.org/0009-0009-2338-5250This thesis examines the experiences of three students during their internships at CEMEX, Multivacaciones Decamerón, and Fundación Universitaria San Martín, focusing on the insights gained and highlighting the need for a unified graphic system to enhance visual coherence and communication within these organizations. By systematizing their experiences, the study reveals how academic training is applied in professional settings, where students develop essential skills such as communication, collaboration, and adaptability beyond technical execution. This integration of theory and practice allows students to identify improvement areas in graphic and communicative processes, underscoring the gap between theoretical principles and business practices. Findings from this research suggest that implementing a unified graphic system— including typography, color palettes, iconography, and style guides—could enhance visual consistency and strengthen communication efforts across these organizations. A structured approach to graphic design would not only bolster brand identity in the market but also simplify future design work by establishing a cohesive framework across all platforms. This analysis underscores how strategically applied graphic design adds value to both the organization and the intern experience, enriching professional growth through a balanced application of theory and practice.Ítem HYBBRIDE Design(Universidad Santo Tomás, 2024-12-03) Sierra Rodríguez, Luis Enrique; Velosa Cabezas, Laura Milena; Córdoba Rodríguez, César Augusto; Torres Ruíz, Denize Asceneth; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001862587; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000079173; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002322522; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002133489; https://scholar.google.com/citations?user=WCVp5EAAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=40PqE2sAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-8011-5347; https://orcid.org/0009-0008-2164-9286In Colombia, entrepreneurship has been synonymous with technological development and innovation, being a precursor of growth and economic sustainability that strengthens the country's competitiveness. The application of an entrepreneurial idea within the academy is not limited to the business and private sphere, but with the possibility of managing initiatives whether social or collective that implement different approaches that manage to adapt in a multidisciplinary way.(Patiño J, D. et al, 2018). In that sense, such an idea is enriched from the investigative process and testing in different environments until it manages to achieve its goal, which being seen with the academic look, along with the free exploration of trial and error, thus achieving the independence of testing that entrepreneurial idea until giving it shape with a potential agent of impact on society. This paper will present a detailed approach to the development and modeling of our business idea in the field of graphic design and illustration.Ítem Análisis del impacto de la identidad visual corporativa en la percepción de marca(Universidad Santo Tomás, 2024) González Flórez, Diana Katherine; Piñeros Leon, Jabel Daniela; Rocha Jimenez, Mariana; Lagos Moreno, Claudia Ximena; Universidad Santo TomásThe present study investigates the relationship between a brand's corporate visual identity and the perception of its target audience and collaborators. It identifies the importance of visual unity in companies; when inconsistencies arise in visual identity, they can affect the brand’s image and, consequently, its connection with the audience. The research focuses on three companies: Fundación Entre Soles y Lunas, Oxxo, and Concentrix, analyzing their corporate identities and their respective applications in graphic and audiovisual materials. Topics such as the effectiveness of visual identity, key elements, strategies to improve coherence and visual solidification, and the impact of visual identity (both positive and negative) on audience loyalty and collaborators’ sense of belonging are addressed.Ítem Visibilización de prácticas sostenibles en Expreso Viajes y Turismo, Banco de Bogotá y Banco Pichincha(Universidad Santo Tomás, 2025) Agudelo Rojas, Laura Angélica; García Romero, Ángela María; Rueda Castellanos, Miguel Ángel; Garzón Rincón, Laura Valeria; Universidad Santo TomásThis research addresses the importance of highlighting sustainable practices within key sectors such as tourism and finance, specifically in the companies Expreso Viajes, Banco de Bogotá, and Banco Pichincha. The research problem arises from the need to effectively communicate these organizations' sustainability initiatives to strengthen their positioning as responsible leaders in their respective sectors and to foster greater commitment from their clients and collaborators toward environmental care. The study focuses on identifying and analyzing the current sustainable practices of each company and developing a visual proposal to improve the communication of these practices to diverse audiences. The core proposal of the research lies in the creation of informative visual resources that clearly and attractively synthesize and communicate the sustainable initiatives of the three companies involved. The proposed solution is based on the design of guides and visual elements tailored to each entity, aiming to answer the question: How can a visual resource be created to clearly and attractively inform about the sustainable practices of Expreso Viajes, Banco de Bogotá, and Banco Pichincha? The document begins by presenting the project's objectives and justification, followed by the methodological design employed. The development is organized into three phases: gathering information about sustainable practices, participatory observation of the internal and external communication of these practices, and the design of the visual proposals. The work concludes with a reflection on the results obtained and recommendations for improving the visibility of sustainability in the tourism and finance sectors.Ítem Articulación de Procesos de Diseño a través de una Guía de Estilos Gráficos en la Fundación Universitaria San Martín(Universidad Santo Tomás, 2024) Delgado Rodríguez, Paula Valentina; Rodríguez López, Sara Milena; D'Luyz Monsalve, Paola Andrea; Universidad Santo Tomás; https://orcid.org/0000-0002-3151-8246The purpose of this systematization of the experience is to propose a tool that unifies and articulates the design processes developed within the Coordination of Marketing and Advertising and the Faculty of Social and Administrative Sciences of the San Martín University Foundation by the Graphic Design interns of the Santo Tomás University. Through the experience of practices, as well as after a process of analysis and research, a Guide of Graphic Styles is proposed as a solution to the graphic disarticulation found as an opportunity for improvement. This proposal, having as its central axis the importance of visual corporate communication and its coherence in the different graphic productions, proposes a series of guidelines, parameters and specifications that seek to guarantee the visual unity of the graphic contents regardless of the area where they are produced, without trying to limit the creativity of the design process and consolidating a solid tool for its implementation in the future.Ítem Navify: Modificar la Señalética en la Universidad Santo Tomás(Universidad Santo Tomás, 2025) Mejorano Baños, Karol Dayanna; Cicua Ospina, Maria José; Lagos Moreno, Claudia Ximena; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001637279; https://orcid.org/0000-0002-3102-8562; https://orcid.org/0009-0001-9532-8046The Navify project seeks to improve signage at Santo Tomas University to address issues of confusion and frustration among the Santo Tomas community and visitors. Due to the difficulty of finding the buildings on the university campus, it is possible to feel lost or disoriented. Quick identification of relevant information is hampered by the lack of updated signage design, it is important to know that consistent and visually appealing signage can improve readability and comprehension for the Santo Tomas community.Ítem Configuración de una Revista de Moda en Colombia(Universidad Santo Tomás, 2025) Galindo Carrero, Juan Sebastian; Lagos Moreno, Claudia Ximena; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001637279; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002129419; https://orcid.org/0000-0002-3102-8562; https://orcid.org/0009-0006-5516-7029The configuration of a fashion magazine made by and for Colombians is important to publicize various local topics of interest to the public, such as new ventures, trends, fashion events, among many other things about which it is difficult to find information. , given that fashion in the country is limited to sections of magazines that do not even have it as a central theme and those like “Vogue” magazine, which is a very popular reference, although it carries a fashion narrative at the Latin American level. , doesn't talk enough about the industry and designers at the Colombian level. For this reason, this work presents a proposal for said magazine in which information will be presented about what people want to know about fashion at the national level, therefore throughout this document there will be various research strategies used to the collection of data necessary for the development of this prototype.Ítem Diseño Y Efectividad Para El Tráfico De La Información(Universidad Santo Tomás, 2024) Mongui Poloche, Daniela; Ocampo Velandia, Lizeth; Villa Macias, Tulia Rosa; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000577820; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002115829; https://scholar.google.com/citations?user=47tjGgYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-5332-7566; https://orcid.org/0009-0002-6315-5707This document details a systematization of experiences and learnings focused on highlighting the role of graphic design as a strategic tool in visual communication, with an in-depth analysis of how it impacts brand perception and traffic on social media. It explores how graphic design acts as a key tool in visual communication, influencing brand perception and consumer behavior. Fundamental aspects such as prior research, selection of visual elements, typography and use of color are analyzed, in addition to the adaptation of graphic content to various platforms. The lack of strategies that integrate design with marketing objectives is identified as a central problem, which can generate a disconnection between brands and their audience. The need to understand the impact of graphic design on the effectiveness of communication and traffic on social media is raised. Finally, clear objectives are established to analyze the relationship between graphic design and effectiveness in visual communication, proposing recommendations to improve the connection between brands and consumers.Ítem Optimización De Flujos De Trabajo En Equipos Creativos, Sistematización De Experiencia En Prácticas De Diseño Gráfico(Universidad Santo Tomás, 2024) Carantonio Farias, Ana Sofia; Sánchez Pinzón, Maria Camila; López Galeano, Andrés Mauricio; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001603993; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001873681; https://scholar.google.com/citations?user=EYA4wNUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-0600-6353; https://orcid.org/0009-0009-5614-1244; https://orcid.org/0000-0002-1386-4372This project systematizes work experiences in graphic design carried out at Seguros Bolívar and Academia de Idiomas Smart, identifying challenges in workflow optimization and proposing practical solutions through a methodologies manual for process optimization. The research employs the double diamond method to analyze factors such as time management, interdisciplinary communication, and the use of technological tools. Through meaningful learning and agile methodologies, a guide is developed to enhance efficiency and productivity in creative work environments. This initiative aims to integrate teams and improve the quality of results through innovative strategies.Ítem Animaprint: Cosechando Cultura, Estampados Que Visibilizan La Cultura Campesina A Través De La Realidad Aumentada(Universidad Santo Tomás, 2024) Leal Abril, Santiago; Leyton Tiboche, Luisa María; Parra Beltrán, Paulo Cesar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000907677; https://orcid.org/0000-0002-0243-8677; https://orcid.org/0009-0001-0045-2563Technology has transformed historical and cultural activities, advancing efficiency but potentially sidelining traditions such as campesino culture. This study focuses on recognizing and valuing the richness of Colombian campesino culture through personalized prints enhanced with augmented reality. Based on the ICANH (2018) definition, the campesino's contributions to productivity, rural identity, and sociocultural diversity are highlighted. The "Animaprint" project aims to foster intergenerational and multicultural dialogue through immersive narratives combining technology and art. Traditional campesino practices, such as the arriero and boyero, are integrated with emblematic crops like coffee and maize. Inspired by international initiatives, such as augmented reality in cultural events, this proposal bridges tradition and modernity, strengthening the connection between new generations and Colombia's cultural heritage.Ítem Innovación en la Comunicación Visual Corporativa(Universidad Santo Tomás, 2024) Arenales Gómez, Nancy Alexandra; González Figueredo, Daniela; López Galeano, Andrés; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001871625; https://orcid.org/0000-0002-5054-7464In the corporate environment, visual communication transcends its function as an information channel, becoming a key tool to connect, inspire and transform. During the development of professional internships at Cemex and Banco Agrario de Colombia, we observed firsthand how these companies approach the challenge of conveying messages to their internal audiences. Throughout this period, we analyzed the evolution of static graphic content, such as mailings and infographics, designed to maintain a clear and direct communication. However, market demands and digital platforms highlight the importance of dynamic and interactive formats that actively involve the user. This document presents the results of a systematization exercise carried out during four months by Alexandra Arenales and Daniela González. It compiles the experience obtained and proposes an innovation proposal in the communication strategies of both companies. The intention is to demonstrate how interactivity and user experience (UX) can strengthen the communicative links, so that the information is not only received, but also generates impact.Ítem Abordando Desde La Verdadera Discapacidad(Universidad Santo Tomás, 2024-11-15) Rodríguez Castañeda, Luisa Fernanda; D'Luyz Monsalve, Paola Andrea; Universidad Santo Tomás; https://orcid.org/0000-0002-3151-8246You are about to access an unconventional academic document, the systematization of aresearch process that continuously mutates, demonstrating results different from those initiallyexpected. This project was intended to introduce people with little vision in the field of differentprinting techniques from a multimedia manual. Throughout this work, a common mistake inacademia and research is evident: the belief that arriving with a preconceived solution, withoutadequately assessing the real needs of the target population. Offering a reflection on theimportance of listening and understanding users, how design can open new doors toaccessibility in a critical and conscious way.Ítem Mikhuna: la Ruta del Plátano(Universidad Santo Tomás, 2024) Oyuela Urrego, Germán Andrés; Pineda Martínez, Mónica Janneth; Hernández Contreras, Jeice Dayanna; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000096336; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001871299; https://scholar.google.com/citations?hl=es&user=hcMOTFcAAAAJ; https://orcid.org/0000-0002-1486-1333; https://orcid.org/0009-0002-5732-2417The "Mikhuna: La Ruta del Plátano" project addresses the intersection of gastronomy and historical memory in the Colombian Andean region. Its purpose is to promote gastronomic culture, recover historical memory, and educate through the culinary arts. "Mikhuna: La Ruta del Plátano" presents itself as a bridge between tradition and the future, exploring authentic dishes and ancestral flavors.Ítem Guía de Procesos para la Optimización de Tiempos y Comunicación Visual en una Entidad Financiera (BAC).(Universidad Santo Tomás, 2024-10-04) Rueda Gómez, Nicolas Favian; Garzón Rincón, Laura Valeria; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001767289; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001977050; https://scholar.google.es/citations?hl=es&user=Lr7ThCUAAAAJBanco Agrario de Colombia, being a public entity with 799 offices and more than 3 million customers, proposes an effective internal communication system to optimize its processes in the development of visual pieces and strengthen its brand identity. The research proposes the implementation of the Internal System of Integral Visual Communication, hereinafter SICVI, to improve the quality, efficiency and effectiveness of the bank's internal communications. This project defines the key steps for its realization, the collection of data and important moments for the implementation of the SICVI, a viable strategy to save time in the implementation of the new strategies created by the different areas of the Banco Agrario de Colombia, hereinafter BAC.Ítem Restructuración de Elementos Gráficos para la Jerarquización Visual de la Empresa Gelsa.(Universidad Santo Tomás, 2023-11-21) Romero Garzon, Bryant David; Pérez Peña, Natalia Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002057338; https://scholar.google.es/citations?hl=es&user=N_PrJ-UAAAAJ; https://orcid.org/0000-0001-8896-475X; https://orcid.org/0009-0008-7487-7995Throughout this document you will find the study and research that was carried out during the labor internship process at Gelsa, accompanied by a research and systematization proposal of the Paga Todo brand architecture. This proposal focuses on solving and improving a shortcoming that found after the respective study and analysis of the company from the design area. In this work The research will be explained, beginning with the formulation of the research question, the purpose and objectives of the research, along with the rationale and design procedures and research necessary to adapt the graphic elements of the brand to a Branded House model to general brand unity at a commercial and corporate level. The visual proposal of chromatic and typographic change of specific elements of the brand, to finalize the schedules compilation, analysis and reflections of the proposal, along with its conclusions and key bibliographiesÍtem Informe Practica Laboral: Apoyo los Procesos de Capacitación de los Pasantes Dentro de la Empresa THE JUJU S.A.S.(Universidad Santo Tomás, 2024) Ruiz Beltran, Santiago; Parra Beltran, Paulo Cesar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000907677; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002059159; https://scholar.google.es/citations?hl=es&user=BSrJfx8AAAAJ; https://orcid.org/0000-0002-0243-8677In this work practice report, the relevance of work practices in the university context and their impact on both students and companies will be addressed. The importance of the contribution of these practices to the training process of students is highlighted, providing them with practical experience that complements their theoretical learning and prepares them for the labor market. In addition, the benefit that these practices represent for companies will be addressed, allowing them to access a workforce in training at a lower cost and to receive economic incentives from the state. The need arises to guarantee adequate training for interns, in order to maximize their contribution to the company and optimize their experience during the internship. The creation of a digital resource from graphic design is proposed, whose main objective is to facilitate the training of practitioners in companies. This resource seeks to be easy to understand and attractive, offering an effective learning experience accessible from any device. The methodological approach adopted for this report is qualitative, which allows us to delve deeper into the experiences and needs of practitioners in the work environment. To do this, the interview technique is used, in order to obtain a detailed view of the challenges and opportunities they face during their internship.