Diseño de la marca ciudad y posicionamiento gráfico del cantón Cascales.

Abstract

The objective of this project was to design a city brand and a graphic positioning strategy for the Cascales town at a national level and thus strengthen local tourism. The purpose of the graphic proposal is to reinforce the town identity through representative elements such as history, culture, and nature that function as the main identifiers, it was analyzed using the Bruce Archer methodology. In the analytical phase, detailed information was obtained through observation sheets, which were classified into three main areas. In the first one about history, some reference was made to represent places that have had historical repercussions during the time of existence of the Cascales town. In the second culture file, some elements have been part of the forms of people's expression like handicrafts, music, and rituals. In the nature file, the flora and fauna of the zone have more importance. Finally, an evaluation was carried out using the survey technique focusing on the most representative elements of the town and an advertising campaign survey. In the executive phase, the survey was generated to select the brand, and to create the graphic proposal some representative elements of the town were chosen. To the color, it was established based on the town's flag and its biodiversity; in the graphic proposal, a visual identity manual was made. In conclusion, the city brand generated emotions in the Cascaleña population allowing people to feel identified and reinforcing the sense of belonging to the town. It is recommended to collect information for an adequate construction of the visual identity.