Propuesta de identidad visual personalizada para la tienda especializada en la venta de productos para niños y niñas “La Isla”, perteneciente a la Sucursal Comercial Caracol en Villa Clara
Fecha
2011-06-25
Autores
Hernández Marrero, Jennifer
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación responde a una necesidad de desarrollo del Grupo Empresarial Comercial Caracol en Villa Clara. El principal objetivo es definir los atributos de Identidad Visual personalizada, para la tienda especializada en la venta de productos para niños y niñas “La Isla”, perteneciente a la Sucursal Comercial Caracol en Villa Clara. El estudio se realizó desde la metodología cualitativa y el método investigación-acción, desde octubre de 2010 a mayo de 2011. Se utilizaron diversas técnicas de investigación: análisis de documentos, entrevista semiestructurada, observaciones participantes, sesiones grupales y cuestionarios. Las unidades de análisis fueron: Consejo de Dirección y trabajadores de la Sucursal Comercial Caracol en Villa Clara, y expertos. Fueron identificados los atributos que deben caracterizar al punto de venta: alegre, divertido, travieso, tierno e imaginativo. Se propone un sistema de signos visuales personalizados para esta tienda del Grupo Empresarial Comercial Caracol S. A., con el objetivo de favorecer su Imagen Corporativa: el logotipo, el imagotipo, el identificador, el eslogan, el código cromático y el código tipográfico. Se concibió además la señalética de la tienda. Este Trabajo de Diploma está avalado por el criterio de los expertos consultados. Las conclusiones hacen referencia a la fiabilidad de la propuesta a partir de los resultados obtenidos. En las recomendaciones se manifiesta la posibilidad de implementar esta propuesta de Identidad Visual personalizada.
The present investigation responds to a necessity of development by the Group Managerial Commercial Caracol in Villa Clara. The main objective is to define the attributes of personalized Visual Identity of the store, “La Isla”, which belongs to the Branch Commercial Caracol in Villa Clara, specialized in the sale of products for children. The study was carried out from the qualitative methodology and the method of investigation-action, from October 2010 to May 2011. Diverse investigation techniques were used: analysis of documents, semi structured interviews, participant observations, group sessions and questionnaires. The analysis units were: Council of Address, workers of the Branch Commercial Caracol in Villa Clara, and various experts. They identified that the attributes should characterize to the sale point: cheerful, amusing, mischievous, tender and imaginative. It uses a system of visual signs personalized for this store of the Group Managerial Commercial Caracol S. A., with favour to their Corporate Image: the logo, the image type, the badge, the slogan, the chromatic code and the typographic code. Conceived was the signalling of the store. The Work of the Diploma is endorsed by the approach of the consulted experts. The conclusions make reference to the reliability of the proposal, starting from the obtained results. In the recommendations the possibility is manifested by implementing this proposal of personalized Visual Identity.
The present investigation responds to a necessity of development by the Group Managerial Commercial Caracol in Villa Clara. The main objective is to define the attributes of personalized Visual Identity of the store, “La Isla”, which belongs to the Branch Commercial Caracol in Villa Clara, specialized in the sale of products for children. The study was carried out from the qualitative methodology and the method of investigation-action, from October 2010 to May 2011. Diverse investigation techniques were used: analysis of documents, semi structured interviews, participant observations, group sessions and questionnaires. The analysis units were: Council of Address, workers of the Branch Commercial Caracol in Villa Clara, and various experts. They identified that the attributes should characterize to the sale point: cheerful, amusing, mischievous, tender and imaginative. It uses a system of visual signs personalized for this store of the Group Managerial Commercial Caracol S. A., with favour to their Corporate Image: the logo, the image type, the badge, the slogan, the chromatic code and the typographic code. Conceived was the signalling of the store. The Work of the Diploma is endorsed by the approach of the consulted experts. The conclusions make reference to the reliability of the proposal, starting from the obtained results. In the recommendations the possibility is manifested by implementing this proposal of personalized Visual Identity.
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Palabras clave
Identidad Visual, Imagen Corporativa, Grupo Empresarial Comercial Caracol Villa Clara