El diseño gráfico en estrategias comunicativas institucionales: propuestas para el proceso creativo de piezas gráficas eficaces en la Oficina de Egresados de la Universidad Santo Tomás

Abstract

The Graduate's Office of the University of Santo Tomás requires the work of the graphic design practitioner to carry out their communication processes in their digital media and with their target audience. However, since they are practitioners with transitory natures in each academic period, graphic products lack unity in their construction and, consequently, corporate visual identity is involved. It is necessary to create a design process with graphic guidelines that establish visual coherence in the development of the work of future practitioners. These guidelines are proposed in this document, inspired by the principles of Joan Costa (1995, pp. 10-15), which are applicable at the time of producing the graphic pieces and which contemplate both the optimization of the work, as well as the organization of the information and resources necessary to create visual coherence; also, contemplating the influences of current trends in graphic design.