Propuesta de re-branding del balneario “Las Palmas”, perteneciente a la provincia de Esmeraldas.

Abstract

The proposal for re-branding of Las Palmas Spa belonging to Esmeraldas Province allowed to show the place with great cultural, gastronomic and natural value. Based on observation and experimental study of places, customs environment as well as tangible and intangible attractions managed to develop the design of the brand through illustration software features and techniques of abstraction has embodied the new simple image, pregnant, memorable. The surveys and interviews to people linked to the field of the field of the design with their criteria and opinions of marks allowed to give details to the new image of the Spa, the research and tab of aspects of originality, readability and simplicity and icons gave an acceptance in 95% of pleasure, features that are taking into account, subsequently to decompose graphically the parts of the marks such us: the Sun symbol of vitality, the sea with an abstraction that represents the movement and the natural environment and finally the general shape of a coconut which represents the rich gastronomy of the sector thus the construction of logo that identifies the place with symbolic and chromatic approach identifying. The results obtained through the survey an interviews determined that there is an attitude of loyalty and preferential pleasure to this spa, since it has certain characteristics that give value to the place, as well as it also allowed to establish tangible and intangible attributes such as: sun, sea, environment, the colors and the slogan associate to develop the brand value of this locality. It is recommended to the authorities and Autonomous decentralized Municipal Government of Esmeraldas to allow spread and develop brands with the connotative value that encourage and promote the resort to local and foreign tourists.