Manual en Revisión: una Mirada Crítica Desde la Práctica Profesional en Diseño

Abstract

This research presents a critical analysis and improvement proposal for the brand manual of Américas BPS, a company that connects clients with corporate service providers. The project emerged from the author's professional internship in the Instructional Design department, where the application of the institutional brand revealed various inconsistencies and limitations in the current guidelines. The methodology was based on a qualitative, descriptive approach through documentary analysis, observation of real use cases, and comparison with professional branding standards. The evaluation focused on three core aspects: clarity of the brand identity, consistency in the graphic application, and visual impact. The findings showed that the existing manual lacks key components such as digital adaptation, responsive logo use, tone and voice guidelines, and applied visual examples. As a result, a structured improvement plan was proposed to expand the document's scope, ensuring coherence across all communication channels. The project highlights the importance of aligning graphic design practice with strategic brand communication, especially in digital and instructional environments.