Construcción de coherencia visual en la comunicación pública: estrategias de fortalecimiento estético para los contenidos gráficos y audiovisuales del concejo municipal de Mosquera

Abstract

Institutional visual identity is a fundamental strategic resource for public entities, as it directly influences the perception, legitimacy, and trust they build with citizens. This systematization of experiences analyzes the process developed during the professional internship carried out at the Press Office of the Municipal Council of Mosquera, focusing on the application and coherence of its visual identity in graphic and audiovisual content aimed at the public. Although the Council has a consolidated visual identity manual and a defined institutional aesthetic, the analysis revealed inconsistencies in its implementation, especially in vertical-format graphic pieces intended for digital platforms. These inconsistencies affect visual coherence and institutional perception, despite advances in modernization and adaptation to new digital communication languages. Based on observation, critical analysis of communicative pieces, and theoretical reflection on visual identity and public communication, this systematization proposes strengthening the aesthetic coherence of the Council’s graphic and audiovisual products without sacrificing the agility or closeness that characterize current digital formats. As a result, strategic recommendations and visual adjustments applied during the internship are presented, accompanied by an audiovisual prototype that documents and exemplifies the contributions made. Finally, the study reflects on the role of graphic design in contemporary public management, highlighting its capacity to mediate relationships, communicate institutional values, and contribute to strengthening the connection between public entities and citizens.