Propuesta de rediseño de identidad visual para el establecimiento Reinado perteneciente a la Empresa de Conservas Los Atrevidos
Fecha
2016-06-25
Autores
González Yera, Mara
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación se desarrolló en el establecimiento Reinado perteneciente a la Empresa de Conservas Los Atrevidos. El objetivo general consistió en proponer el rediseño de la identidad visual de dicha organización. La perspectiva metodológica empleada correspondió con el enfoque mixto de investigación, con un tipo de diseño de enfoque predominante o principal donde prevalece la perspectiva cuantitativa, complementada con componentes cualitativos. Se aplicaron como instrumentos de recogida de información: la revisión bibliográfica documental, el análisis de documentos formales, las entrevistas semiestructuradas, las observaciones no participantes, el briefing operativo y el cuestionario. Se establecen criterios de selección muestrales a partir de muestras no probabilísticas intencionales de sujetos tipos, que posibilitan la obtención de datos necesarios para el cumplimiento de los objetivos propuestos. A partir de los resultados de la primera fase de la investigación, la organización se caracterizó por ser tradicional, dinámica y diferente, así como por el sentido de pertenencia, la disciplina y la responsabilidad de sus trabajadores. Dichos resultados favorecieron la concreción de la segunda fase, en la cual se rediseñaron las constantes universales de identidad visual de la organización a partir del trabajo en equipo con un diseñador. La propuesta de rediseño de las constantes universales de identidad visual, fue evaluada por los expertos como aplicable, eficaz, eficiente e integrador
The present scientific research was made in Reinado manufactory a branch of Los Atrevidos. The main goal was set in proposing a new design of visual identity of the organization. The optional methods used are attached to the mixed research approach, with an over powering type of design of approach, where the quantitative perspective prevails, streng the ned with qualitative components. They applied using several means to gather the information: there view of reliable documents, the semi-structural interviews, the passive observations, operating briefing and questionnaire. Sample selection criteria are established from intentional non-probability samples of subjects types, which enable obtaining data required for the fulfillment of the objectives in the research process. Since the results obtained in the first phase of the investigation, the organization was characterized for being traditional, dynamic and different, another important characteristic was the workers responsability, discipline and their sense of ower ship. Those results indicated the application of a second phase in which the universal constant of visual identity of the organization were redesigned. This proposal was evaluated as applicable, effective, efficient and integrator by the experts.
The present scientific research was made in Reinado manufactory a branch of Los Atrevidos. The main goal was set in proposing a new design of visual identity of the organization. The optional methods used are attached to the mixed research approach, with an over powering type of design of approach, where the quantitative perspective prevails, streng the ned with qualitative components. They applied using several means to gather the information: there view of reliable documents, the semi-structural interviews, the passive observations, operating briefing and questionnaire. Sample selection criteria are established from intentional non-probability samples of subjects types, which enable obtaining data required for the fulfillment of the objectives in the research process. Since the results obtained in the first phase of the investigation, the organization was characterized for being traditional, dynamic and different, another important characteristic was the workers responsability, discipline and their sense of ower ship. Those results indicated the application of a second phase in which the universal constant of visual identity of the organization were redesigned. This proposal was evaluated as applicable, effective, efficient and integrator by the experts.
Descripción
Palabras clave
Identidad Visual, Identidad Corporativa, Diseño Gráfico, Visual Identity, Universal Constant of Visual Identity, Trait of Corporative Identity, Graphic Design