Herramientas de diseño para construir la identidad corporativa: desde de la experiencia de sistematización adelantada en la empresa magna Green Group

Abstract

Magna Green Group is a holding company formed by different business lines that use different colors and graphics, Magna does not have a manual or guide that unifies the standard design parameters for there corporate image. As a result, this work was based on studying, analyzing and stipulating parameters that gave the bases of the design (colors, images, typography, diagramming, etc.) to solidify and improve the corporate image of the holding. This project seeks to create a visual order and at the same time a greater recognition of the brand through a graphic identity that can be applied from a macro level in all business lines of the group, both existing and those that can be developed in the future. The lack of homogeneity in the visual graphics of the holding generates problems in its branding, since it does not manage to solidify from a graphic proposal the values that the brand wants to transmit, harming it directly. Because the holding company does not have a design department at the moment, it is necessary and indispensable to stipulate some design parameters that allow to show examples of that image to be reached. To develop this project it was important to set certain parameters in an understandable way so that they can be adopted and understood by the members of Magna. Studying and generating certain parameters that are constant and can be applied by the people who generate the pieces of communication in the holding will result in greater coherence and visual solidity; in turn, the people in charge will be able to know what guidelines to follow to generate corporate pieces that are in accordance with the company’s branding.