Caracterización del rediseño a la identidad e imagen visual corporativa de Santoto Seccional Tunja

Abstract

Visual identities are possibly the most outstanding manifestations of a brand, and it is well recognized within universities in Colombia, since these educational institutions are venturing into marketing to offer their services, which has shown that there are creative efforts towards the rebranding and changes to your logo. Taking as an example the Colombian sector of higher education, this article, within its specific objectives, is based on the theories of corporate visual identities to provide a characterization of the redesign to the corporate z of the Universidad Santo Tomás Seccional Tunja, the general objective being posed. In doing so, in this manuscript it is possible to relate the theory in identity, and a new communication strategy of great recognition such as Branding, connected with the design and development of the brand, while there are many forms of visual brand identity. , it is important to focus on university logos with a good graphic foundation, to understand the creative elements adopted in the design of the visual brand, and the importance of marketing with an innovative proposal as proposed by Kotler & Armstrong ( 2018) having a global and competitive perspective who state that "Marketing is a social and administrative process through which groups and individuals obtain what they need and want through generating, offering and exchanging value products with their peers", for the development of the work, the descriptive methodology is applied, of a qualitative nature, to obtain information directly from those who experience They are the phenomenon under investigation and where time and resources are limited. Therefore, with this study it is obtained as a result, in general, that there is a lack of understanding regarding the creative design of brand identities by universities in the Boyacá region, although with some exceptions of 10 of the best selected logos of universities in Colombia. In the end, it is concluded that there are specific characteristics for Santoto in its visual image, with some suggestions to expand the current body of knowledge in the literature on corporate visual identity, especially in the shape, color and font of the logo.