Elementos constitutivos de la identidad visual de la Universidad Central “Marta Abreu” de Las Villas y sus facultades
Fecha
2017-06-24
Autores
Venegas Ortiz, Adrianna
Olivera López, Yudeivy
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ISSN de la revista
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
Se realiza la presente investigación con el objetivo de diseñar los elementos constitutivos de la identidad visual de la Universidad Central “Marta Abreu” de Las Villas (UCLV) y sus facultades. La alternativa metodológica utilizada responde a un enfoque mixto, anidado o incrustado concurrente de modelo dominante con un enfoque predominantemente cuantitativo. Se sigue un procedimiento a través de tres etapas que comprenden: la identificación de los rasgos distintivos de la UCLV y sus facultades; el diseño de los elementos constitutivos de la identidad visual de la UCLV y sus facultades y la evaluación del rendimiento gráfico de los elementos diseñados. Para la recogida de información se utilizan las siguientes técnicas: análisis de documentos oficiales, entrevistas semiestructuras, observación no participante y cuestionario. Predominan las tipologías de muestreo: no probabilísticos intencional de sujetos tipo y a expertos, y probabilística estratificada. Como principal resultado de la investigación se diseñan los elementos constitutivos de identidad visual para la UCLV y sus facultades, los cuales definen su identidad corporativa y pretenden facilitar la relación público-universidad. Se recomienda la aplicación de los elementos diseñados a los soportes comunicativos de la UCLV y sus facultades, a partir del Manual de Uso que como valor agregado se ofrece.
The present research is aimed at designing the elements which constitute the visual identity of the Central University “Marta Abreu” of Las Villas (UCLV) and its faculties. The research methodology follows a concurrent mixed-method approach of a dominant model highlighting thequantitative approach. The procedure carried out is composed by the following three stages: identification of distinctive features of the university and its faculties, designing of the elements which constitute the visual identity of the UCLV and its faculties, and graphical performance evaluation of the designed elements. The following techniques were applied to gather theinformation needed: official documents analysis, semi-structural interviews, non-participant observation, and survey. The sampling typologies used were: subjects and experts’ intentional non-probability sampling and stratified probability sampling. The most significant research result is the design of the elements constituting the visual identity of the UCLV and its faculties, which define its corporative identity and intend to facilitate the public-university relationship. It isrecommended to apply the designed elements to the communication supports of the UCLV and its faculties taking into account the Usage Manual offered as added value.
The present research is aimed at designing the elements which constitute the visual identity of the Central University “Marta Abreu” of Las Villas (UCLV) and its faculties. The research methodology follows a concurrent mixed-method approach of a dominant model highlighting thequantitative approach. The procedure carried out is composed by the following three stages: identification of distinctive features of the university and its faculties, designing of the elements which constitute the visual identity of the UCLV and its faculties, and graphical performance evaluation of the designed elements. The following techniques were applied to gather theinformation needed: official documents analysis, semi-structural interviews, non-participant observation, and survey. The sampling typologies used were: subjects and experts’ intentional non-probability sampling and stratified probability sampling. The most significant research result is the design of the elements constituting the visual identity of the UCLV and its faculties, which define its corporative identity and intend to facilitate the public-university relationship. It isrecommended to apply the designed elements to the communication supports of the UCLV and its faculties taking into account the Usage Manual offered as added value.
Descripción
Palabras clave
Identidad Corporativa, Identidad Visual Corporativa y Diseño de Comunicación Visual, Corporative Identity, Corporative Visual Identity, Visual Communication Design