Sistema de identidad visual de la Iglesia de Balbanera del cantón Colta – Chimborazo.

Abstract

The objective of this work was to design a visual identity system for the tourist positioning of the Balbanera Church, Colta town, Chimborazo province. A descriptive research method was established and allowed studying the characteristics and activities carried out by the visitors of the church. In addition, the qualitative research allowed interpreting the experiences of the visitors. It was developed through the methodology of Joan Costa divided into seven stages, the church was visited to identify structural, historical, and religious characteristics. The information was collected through observation sheets. The conceptual and organizational design was arranged and developed. The brand was built based on three representative aspects of the church, its facade stones, style, and history. In the brand manual, the characteristics and parameters that must be followed for use in different media were described and established. These media were determined based on the characteristics of the public, developing a signage system, thus generating a better visiting experience, designed not to alter the environment and structure of the church. On the other hand, there are commercial supports such as t-shirts, bags, sun, and wool caps, sweatshirts, postcards, infographics for the website, labels for holy water also stationary was designed for the church and its administration. It is concluded that the church is a tourist attraction with great historical and religious value and that the supports designed help the tourist positioning, highlighting the elements that make it unique as a tourist destination. As a recommendation, the Municipality of Colta and religious authorities are urged to invest and implement strategies to promote tourism in the church.