Rediseño de la identidad corporativa visual de la Cooperativa de Transporte Urbano Puruhá.

Abstract

The aim of this research was to redesign the visual corporate identity of de Urban Transport Cooperative “Puruhá” throught the study of its current situation for an optimal positioning. This study involved conducting an image audit based on Villafañe's methodology consisting of three main points such as self-image , internal image and external image , which were supported by methods and techniques to gather information related to the cooperative's criteria about itself , its members and other participants who expect it . Consequently, the internal and external implications were revealed for the institutional visual corporate identity; that is , the audit process generated a series of observations regarding each of its componentes for the development of a comprehensive redesign proposal that began with the development of three representations of the institutional isologue , which were submitted to an internal voting to choose one of them .The selected option was used as the basis for the development of primary and secondary applications; then , the respective mechanism was developed for its positioning ,the effectiveness was evaluated favorably ; finally , the corresponding visual corporate identity manual was prepared , which included together other basic symbolic elements. We conclude the importance of understanding the subject and its specific problems in order to carry out a systematic process whose phenomena found can be used in the development of a comprehensive redesign proposal .We recommend the cooperative to consider its corporate identity as a representing strategy , its brand positioning ,the indispensable permanence of its manual as a normative document and the openness of its comprehensive redesign proposal to possible minor changes if necessary.