propuesta de normativa de la arquitectura e identidad visual de la marca: universidad técnica de machala

Abstract

This thesis focuses on establishing guidelines for the architecture and structure of the Technical University of Machala. Emphasizing the importance of adhering to explicit regulatory foundations, the aim is to achieve a coherent alignment with the institution's primary objectives. The brand architecture, conceived as a hierarchical system, emerges as the fundamental pillars underpinning the construction of the university's brand, intertwining with its various departments and faculties. In the face of increasing academic competition, the significance of branding is underscored, with the university's brand not only standing out among other institutions but also becoming a crucial criterion for evaluating its capacity to meet the needs of students. The brand structure, serving as the graphical representation of identity, encompasses the visual organization of distinctive elements of the university. Its role extends beyond aesthetics, playing a pivotal part in the institutional strategy. Both dimensions, brand architecture, and brand structure, are interconnected, playing complementary roles in identity regulations. While brand architecture addresses the global strategy and hierarchy among the university's various areas, brand structure focuses on graphical representation. The coherence between these dimensions aims to convey a unified message and strengthen the presence of the Technical University of Machala in the academic sphere.