Identidad visual con percepción iconográfica del cantón Portovelo para la vinculación cultural y social.

Abstract

The aim of this research was to create a visual identity for Portovelo canton, based on the iconography of the symbols that constitute the main cultural expressions of the canton, with the purpose that it works as a strategy to strengthen the identity traits of the place. By means of interviews, we determined the objects that symbolize the culture of the city, among them are the historical vestiges and the mining production. These elements were used for the creation of the brand, selecting as symbolic elements: crystallography and petroglyphs. Through public surveys, information was gathered on how the canton is identified. Afterwards, a visual analysis of the elements was carried out by means of a photographic register and cards, considering the following parameters: geometrization of the elements, macro-modules, repetition of modules, chromatics, design fundamentals, movement of modules and the application in the supports and graphic proposals. These graphic proposals were made based on the needs of the objective public, which was constituted by the residents of the place, including people from 18 to 45 years old, by means of a focus group, considering their characteristics, tastes and preferences. Concerning the creation of the brand as an identity, we considered the shapes of the objects and institutional colors of the site, as well as the use of design software. Afterwards, we proceeded to its validation as an identity for the mining city. In conclusion, an identity is not only the image of a place but the essence that identifies and represents it. We recommend promoting the value to the culture because it is part of the identity of a site.