Rediseño de la identidad de marca: análisis de los aspectos que influyen y su impacto en el contexto desde el diseño gráfico

Abstract

Around a brand change, different factors are analyzed on the subject, but the main characteristic is the brand identity, in this document various aspects will be addressed, including the importance of defining the concept and the value proposition that arises in the process rebranding, this concept goes beyond just symbolizing a company and is directly linked to communication in a competitive market exposed to day-to-day changes; As a consequence of the above, it is observed how, thanks to the development of identity, aesthetic results are generated but at the same time and in a transcendental functional way. On the other hand, we appreciate the value proposals for which the decision to make a brand change is made, stating the findings that we find in the creative process, accounting for the successes and mistakes from the visual identity (uniformity, colors, logos and fonts), that is, the problems from the design that are the most important for a process like the one we are addressing. This is thanks to the high and rigorous development obtained in each of the companies in which we carry out our professional practice, which allows us to identify aspects, themes and situations, which clearly mark the need to carry out a redesign with its own, characteristic and significant aspects for the brand. Finally is necessary to highlight the importance of handling a brand manual to collect all the tools, applications and elements necessary to avoid mistakes and meet the objectives of the brand, it is part of the creative process and allows identifying what actions contribute and give meaning to the change done, since it is not only an aesthetically attractive appearance, but the result of the process.