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.

Abstract

This 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.