" Sigo siendo la Reina: Estudio de atributos identitarios y diseño de identidad visual para la Emisora Provincial CMHW de Villa Clara"
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Portal Cruz, Brismaidys
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Universidad Central "Marta Abreu" de Las Villas
Resumen
La actual investigación se desarrolló en la Emisora Provincial CMHW de Villa Clara, desde enero a mayo de 2015. El objetivo general propuesto consiste en Diseñar la propuesta de signos de identidad visual de la organización. Para su cumplimiento se asumen los presupuestos de la Metodología de la investigación cualitativa y el método Etnográfico.
Se utilizan varias técnicas para obtener información: Análisis de documentos, Observación participante, cuestionarios, y las tipologías de entrevista: semiestructurada y en profundidad.
En el proceso investigativo se establecen criterios de selección muestrales lo cual permitió la identificación de trabajadores y directivos que aportaron datos de importancia para el cumplimiento de los objetivos propuestos. La información obtenida refleja que la Emisora se caracteriza por ser profesional, dinámica, permanente; atributos que se derivan de valores como la profesionalidad, la disciplina, el sentido de pertenencia, entre otros.
El diagnóstico de identidad corporativa permite la concreción de rasgos históricos, físicos y culturales que finalmente se reflejan en la Propuesta de Identidad visual, compuesta por el nombre, el logotipo, el imagotipo y los colores corporativos. Unido a ellos se ubica la frase más representativa. Esta propuesta es representada en los diferentes señaléticas y soportes atípicos, donde el diseño gráfico fue determinante. Su validación se basa en el criterio de expertos así como en las preferencias de directivos de la entidad.
Current research was conducted at the provincial station of Villa Clara CMHW from January to May 2015. The proposed overall objective is to define the attributes of visual identity that most represent the organization. For compliance budgets qualitative research methodology and the Ethnographic method is assumed. Various techniques are used to obtain information: document analysis, participant observation, questionnaires, and the types of interview, semi-structured and in depth. Sample selection criteria which allowed the identification of workers and managers that provided data relevant to the fulfillment of the objectives set out in the investigative process. The information obtained shows that the station is known for being professional, dynamic and possessing permanent values like professionalism, discipline, sense of belonging, among others. Diagnosis of corporate identity allows the realization of historical, physical and cultural features that finally reflected in the proposed visual identity consists of the name, logo, imagotype and corporate colors. Joined them the most representative phrase is located. This proposal is represented in different media and atypical signposts that where the graphic design process was decisive. Validation is based on the criterion of specialists as well as the preferences of directors of the entity.
Current research was conducted at the provincial station of Villa Clara CMHW from January to May 2015. The proposed overall objective is to define the attributes of visual identity that most represent the organization. For compliance budgets qualitative research methodology and the Ethnographic method is assumed. Various techniques are used to obtain information: document analysis, participant observation, questionnaires, and the types of interview, semi-structured and in depth. Sample selection criteria which allowed the identification of workers and managers that provided data relevant to the fulfillment of the objectives set out in the investigative process. The information obtained shows that the station is known for being professional, dynamic and possessing permanent values like professionalism, discipline, sense of belonging, among others. Diagnosis of corporate identity allows the realization of historical, physical and cultural features that finally reflected in the proposed visual identity consists of the name, logo, imagotype and corporate colors. Joined them the most representative phrase is located. This proposal is represented in different media and atypical signposts that where the graphic design process was decisive. Validation is based on the criterion of specialists as well as the preferences of directors of the entity.