Análisis Gráfico de la Identidad Visual Establecida en el Manual de Marca de Decameron y su Aplicación en Piezas Gráficas

Abstract

Nowadays, corporate identity has great value and importance for brands; companies must find the most effective way to position and differentiate themselves. To achieve this recognition, in addition to applying marketing and advertising strategies, a solid image of the company that communicates its essence must first be established. During the course of the internships at Decameron Hotels, where graphic pieces are made mainly for social networks and website, it was identified that at the time of product development, it is not clear what graphic elements should be taken into account, since many times for digital pieces are used existing designs developed by the agency Mullen Lowe or by the In House team, where resources such as fonts and colors that are not part of the visual identity established in the manual are used. This project seeks to analyze the visual identity of the company Decameron and make visible the causes of the problems that affect the unity of its identity, in order to provide the company with elements to improve the way it communicates through its visual identity. In this way, contribute to the construction of its visual coherence, consistency and credibility in front of its target audience, since it is necessary for the company to have a solid identity to potentially improve its recognition and positioning in the market.