Auditoría visual de marca del gobierno autónomo descentralizado del Cantón Machala

Abstract

At present, visual identity has managed to be recognized as an elementary factor of an organization and be an of and be a communication tool of differentiation, considering that we are in a more globalized context and increasingly competitive in business (Márquez and Macías, 2021), so companies should seek to focus on strengthening their visual identity. But it is not only a representation of something visual, but it is something more, in the search for those tangible and intangible elements which represent a value to be transmitted to the public. An institution that does not have a well-defined visual brand identity will not manage to be well recognized and endure in the minds of its public. Therefore, the visual identity is of great vital importance, for being able to convey its identity, in relation to its graphic identifier, history, attributes, which differentiate it from others, and brings with it several opportunities to stay in the minds of people, to be in force in society and facilitate the loyalty of its target audience. It is through an audit by which an analysis that allows a systematic study and evaluation of the company brand on its visual identity is performed, since detailed information is obtained from the graphic design of the company of the established organization, and to know how is the visual brand system of an organization. The present study is focused with the general objective of knowing how are the parameters of graphic quality of the visual identity of the decentralized autonomous government (GAD) of the Machala canton, also a diagnosis of its elements of visual identity of the brand is desired, evaluate the graphic identifier with criteria of competent in knowledge of graphic design and finally the contrast of the perspectives of graphic designers with the Dircom officials of the GAD Machala, on its graphic identifier. For the development of the objectives proposed in the methodology, it is determined that this is a qualitative study, which allows collecting relevant and necessary information. The interview technique is applied, because it allows to deepen the topic to be addressed, in this case the brand from the visual and graphic aspect. Communication professionals and designers in the province of El Oro are interviewed, which allow identifying those elements of the visual identity of the brand, making an evaluation of the graphic identifier from their perspective as professionals in the area of graphic design. As a result, several conclusions were made that help in understanding how is the graphic identity of the brand of the decentralized autonomous government of Machala canton, it was identified that its graphic identifier lacks to comply with certain visual graphic resources, but consider interesting the typography used, for having an appropriate composition in this type of graphic symbols of a government brand, also has a symbolic value for the Machaleños, by using the colors of its flag. And, finally, there are the recommendations suggested in the lines of research in relation to the raised topic of graphic identity of the GAD of Machala, being a contribution as academic research of the company studied.