Browsing by Author "Torres Díaz, Esteban Teodoro"

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Ancestral: aplicación de gráfica precolombina de la cultura Cuasmal en Tipografía
(Universidad de Cuenca, 2021-04-05) Mayancela Mayancela, Juan Carlos; Torres Díaz, Esteban Teodoro
Typography is a powerful graphic medium that will serve to change the visual global influence that is detracting from the value and importance of our cultural products. Through this project we seek to rescue the pre-Columbian graph, apply it within the technical and conceptual considerations that must be taken into account for the construction of a typeface representing our native cultures of Ecuador. There is a high foreign influence present in the graphic creation products presented in each of the business models dedicated to satisfying the need for visual and corporate identity in the country, be it these agencies, studies and professionals dedicated to this service, relegating to the background the very rich cultural values that our ancestors inherited from us , are only found in sporadic projects by enthusiastic designers, who have the always difficult task of competing with the large visual industries that prioritize the commercial value of visual creations. "Ancestral" is a graphical system extracted from the most representative graphical constants of Cuasmal culture, applied in the design of a font. With we seek to revalue the ancestral visual legacies provided by our Pre-Columbian cultures.
Creación de marca y desarrollo de branding corporativo para una avícola de la ciudad de Cuenca, Ecuador
(Universidad de Cuenca, 2022-11-28) Villa Torres, Erick Bryam; Torres Díaz, Esteban Teodoro
Currently, the brand of a product or company is important, because it allows being known itself by the public and the environment in which it competes. However, in the city of Cuenca, it can be seen that many businesses do not have a graphic identity which hinders their growth in the market. Based on the aforementioned, in this work, a poultry company has been chosen, which lacked these means to reach its consumers. Therefore, as a general objective, it was proposed to create the brand and corporate branding for this business. That is why, the Bruce Archer methodology was proposed, which allowed to carry out this process in an adequate way through the analytical phase, creative phase, and executive phase. Regarding the analytical phase, the necessary information that was obtained on the poultry industry is presented, as well as conceptual bases and some business counterparts, which were taken as reference. In relation to the creative phase, the brand proposal and corporate branding of the business were developed, which was based on the "brief", which was conducted to the owner of the poultry farm. Concerning the last phase, a projection of the brand application and corporate branding created was carried out, in the different resources that the poultry company has. Succinctly, what was attempted with this project was to create a brand that goes in accordance with the established target audience. Moreover, it allows the business to differentiate itself from the competition, and the brand can persist in the minds of consumers. Thus, it helps the business position itself in the local market, and in the future, it can expand to the national market.
Desarrollo de branding corporativo para la empresa de publicidad “Ariel” en la ciudad de Cuenca
(Universidad de Cuenca, 2025-03-21) Muñoz Fernández, Alexander Ariel; Torres Díaz, Esteban Teodoro
This project has the objective of developing a corporate branding system for the advertising company “Ariel”, located in the city of Cuenca, to strengthen its visual identity and positioning in the local market. The proposal focuses on the conceptualization and design of a logo inspired by a radar, symbolizing precision and attention to detail, fundamental characteristics in the services offered by the company. The methodology, Graphic Design Thinking: Intuition, Action, Creation by Ellen Lupton, and the Design Methodology by Ambrose and Harris, used, comprises three phases: analysis, ideation, design and implementation. In the analysis phase, data were collected through interviews with the owners, review of the competition and direct observation. During the ideation phase, initial concepts were generated and refined through an iterative process. Finally, in the implementation stage, branding elements were applied to promotional and digital materials, ensuring consistency and functionality. The result is a solid and attractive visual identity system that enhances brand perception, reinforces its professionalism and promotes a closer connection with clients. This project contributes to strategic design as a tool to optimize the competitiveness of local companies in the advertising sector.
Desarrollo de un isologotipo generativo, el manual de imagen corporativa y la campaña publicitaria para la microempresa softdesing
(2015) Cóndor Sisalima, José Andrés; Torres Díaz, Esteban Teodoro
This project was originated in the development of a corporate logotype for microenterprise SoftDesign using the generative method, step by step this method is integrating in the current graphic design and modify the concept itself, leaving on the aside the static and boring image in the past, to transform it into a dynamic and versatile body. This is how conceptual graphic identifier is proposed, making the competitive advantages of the company representative visual features according to parameters and processes established at the beginning of the development of logotype, the ones the give shape to algorithms. Likewise, the use of graphic identifier is regularized by including a manual of corporate image, revealing its standardization and applications essential component dedicated to the computer field. On the other hand, the advertising field is also going under changes accordingly to technological progress, so that analyzes the e-marketing as the most suitable system for projecting advertising campaign SoftDesign due to three main factors: the company already has a database and therefore avoids spam, messages are personalized and more direct, this model is relatively less expensive compared to traditional media. furthermore, it can realized the generative design on the advertising construction arts through a generative crosslink.
Diseño de carteles ilustrativos urbanos que rescaten la identidad de la ciudad de Cuenca
(2011) Ortiz Culcay, Roberto Teodoro; Torres Díaz, Esteban Teodoro
Diseño de ilustraciones basadas en la cultura Kichwa Amazónica aplicado a productos textiles para la empresa La Fábrica confecciones deportivas
(Universidad de Cuenca, 2024-03-08) Gavilanes Dávila, Natasha Vanessa; Torres Díaz, Esteban Teodoro
This work of curricular integration deals with the development of a graphic line of illustrations based on the Amazonian Kichwa culture to be applied to a textile garment for the company (La fábrica confecciones deportivas). These illustrations consist of the collection of graphics of the aforementioned culture, the flora and fauna of the Amazon as it is what stands out most within the culture and the place. The main point of this project is to help the company's economy and to differentiate itself from its competitors by highlighting the local culture. There would be an important contribution to the recognition of the Amazonian Kichwa culture since the designs for these new products that would be offered to the public would be taken from elements of these same. Finally, the design methodology selected for the elaboration of the proposal is the Ambrose and Harris design methodology, which is a fundamental axis for the total development of the project.
Diseño de imagen promocional y personaje para eventos deportivos y sociales del Colegio Benigno Malo
(Universidad de Cuenca, 2024-02-09) Román Rodríguez, Hugo Ricardo; Torres Díaz, Esteban Teodoro
This project addressed the problems related to the lack of communication at the Benigno Malo School, both internally with the students and externally with the community in general. The historical relevance of the institution as the oldest and most outstanding school in the city is highlighted. In order to overcome this limitation in communication, the creation of a promotional image based on the design of an institutional brand was proposed. In addition, a commemorative brand was developed to celebrate the 160 years of the institution, seeking to communicate to the population of Cuenca the values that characterize the school. A character was also created to play a key role in the transmission of the institutional identity to the students, in order to strengthen the sense of belonging. The methodology proposed by the author Alina Wheeler was used, following a process that, in general terms, complies with the following order: research, development and feedback. It is argued that this strategy can be effective in improving the school's connection and visibility both among its members and in the broader context of the city.
Diseño de juguetes en base a leyendas cuencanas
(2010) Torres Sari, Christian Santiago; Torres Díaz, Esteban Teodoro
Diseño de la línea gráfica conceptual para el desarrollo de un cortometraje, sobre los efectos negativos de la migración
(2014) Suarez Ortuño, Jonathan Josué; Torres Díaz, Esteban Teodoro; Carrión Andrade, Galo Bernardo
This project proposes the innovate a commercial shop in Cuenca, through the design of a ceiling using textiles as the main element for design, creating a mix of materials to create new forms and thus motivate changes in other shops or any space to be redesigned. Generate such ceiling using a natural fiber such as jute, a biodegradable and recyclable material, characterized by not saturate the space and creates an unobstructed view of the environment, obtaining a unique, creative and different zone; which helps draw the user's attention, encouraging them to enter the store, thus achieving the design to stay longer in the mind of the user and is recognized as a new benchmark for commercial design ecofriendly.
Diseño de un artbook sobre la vida de Flora Tristán y Paul Gauguin con base en documentación histórica
(Universidad de Cuenca, 2024-03-04) Lima Cabrera, Nicole Zulay; Torres Díaz, Esteban Teodoro
The following work is supported by two impactful trajectories, whose protagonists provided humanitarian contributions in their corresponding context. To emphasize a strategic point, the focal axis of this project centers around the Gauguin Chazal family. This family tree includes two members: Flora Tristán and Paul Gauguin. Although they never met, they were pioneers in their respective interests: Tristán in social struggle and Gauguin in the artistic field. Despite the disparity in their actions and contributions, the different historical periods in which they lived allow for an interesting relationship to be established. The purpose of this project is to capture the journey of these two revolutionaries through illustration. By combining graphic and editorial design with historical documentation, true recorded events from their lives are presented. The content, designed for university students interested in cultural and artistic topics, is quite complex. For the development of the illustrated book, Bruno Munari’s Project Method systematically outlines twelve stages. We have chosen ten of these phases to adapt the process to our product, resources, and timeline. Starting from problem identification and prototyping, we consider the materials and technologies used until we reach a solution. With its wide spectrum of elements, Munari’s approach makes this project a satisfying challenge as we recognize and capture important figures from human history.
Diseño de un catálogo de vectores de los petroglifos de catazho presentes en el Cantón Limón Indanza
(2011) Marín Vallejo, Juan Santiago; Torres Díaz, Esteban Teodoro
Diseño de un fotolibro como herramienta de difusión y preservación de la gastronomía típica del cantón Gualaceo
(Universidad de Cuenca, 2025-03-18) Llivicura Nivelo, Johanna Nicole; Torres Díaz, Esteban Teodoro
The purpose of this Curricular Integration Project is to capture and record the gastronomic heritage of Gualaceo, whose magic expressed through flavor, seasoning, and textures, enchants many people and is part of the identity of the people of Gualaceo. The main objective is to achieve a publication that, in its written content, presents photography and text about a specific section and dishes of the culinary delights of the canton, in order to preserve this important cultural appendage of this delimited sector. In this journey, the Ambrose and Harris methodology is applied for the correct organization and functioning of the project. For this case, we adapted four important phases of the methodology: first, research, where we analyze the antecedents and causes of the problem; second, the prototype, where a series of sketches and concepts are generated that contribute to the development of the product and its problem; third, selection, which refers to the process applied to the implementation of the product subject to changes, which leads to the last phase; implementation, where the functionality of the selected and applied methodology is visualized. The content is designed for men and women between the ages of 25-38 who enjoy traditional food, new experiences, and also involve their loved ones in pleasant moments, such as sharing a good traditional meal.
Diseño de un juego TCG inspirado en la mitología cuencana como herramienta de revalorización para la mitología en jóvenes de 20 a 23 años
(Universidad de Cuenca, 2023-07-17) Zúñiga Anguisaca, Walter Iván; Torres Díaz, Esteban Teodoro
The scarce attention of young people between 20 and 23 years of age shown towards the tradition of Cuencan myths, tales and fables, produced by current entertainment and acculturation, is evident. The general objective of this research was to design a Trading Card Game inspired by Cuencan mythology, as a tool for cultural revaluation, through the use of edutainment (educational entertainment), pedagogy, editorial design and Bruno Munari's project method. The implementation of the proposal, despite generating mixed feelings in the users, was formed as an effective teaching material.
Diseño de un libro como herramienta de difusión y enseñanza de los mitos y cuentos populares de Cuenca, dirigido a estudiantes de 5to grado de EGB
(Universidad de Cuenca, 2023-02-27) Rivera Rodríguez, Katherine Pamela; Torres Díaz, Esteban Teodoro
The purpose of this proyect is to design a book of stories and myths from Cuenca, for fifth grade children. This document records the process carried out based on Bernd Löbach’s Creative Process and Problem Solving methodology, which consists of four sections. The first section has the justification of the theme, delimitation and conceptual foundations that guide this project of curricular integration. The second section collect the information on which the project was based. This section aims to obtain the brief. In the third section, the creative process is developed, where tools such as: peer analysis, moodboard and sketching are used. Finally, in the last section, an analysis of the process followed and a reflection on the learning obtained in carrying out the project are elaborated.
Diseño de un libro didáctico ilustrado para la enseñanza de las partes y aparatos del cuerpo humano, dirigido a estudiantes de quinto grado de Educación General Básica, pertenecientes a la ciudad de Cuenca
(Universidad de Cuenca, 2023-02-28) Sinche Idrovo, Andrés Xavier; Torres Díaz, Esteban Teodoro
The objective of this project is to design an illustrated didactic book to help fifth grade students learn about the human body. This document records the process that was carried out to obtain the expected results. The project is developed based on a methodology proposed by Bernd Lobach, entitled “Creative Process / Problem Solving”, which consists of four stages. The first, preparation, refers to the field study that is carried out to obtain more knowledge in the environment and context that we are going to work, in this stage research tools such as interviews and surveys are used to facilitate the collection of data, and thus to develop the brief. In the second stage, we have the Incubation, at this point we already know completely the problem we are going to solve, so through brainstorming, mood board and sketching, we develop a series of ideas. The third stage, Illumination, helps us to guide the project along the best path, we test all the ideas that have emerged in the previous stage, so that by discarding them we obtain the most effective and efficient solution for the problem that denotes the project. Finally, in stage four, Verification, we carry out the application of the final product that gives solution to the problem, so that through this we can know the acceptance that it has within its context or environment, in addition to giving us different points of view where the project can be improved.
Diseño de una guía para el aprendizaje de los valores para los niños de 7-8 años
(2009) Calderón Mera, Evelyn Pamela; Torres Díaz, Esteban Teodoro
Diseño de una historia ilustrada, basada en la mitología Cañari "origen de los cañaris"
(2009) Bermeo Jimenez, Jessica; Torres Díaz, Esteban Teodoro
Diseño de una identidad gráfica y su aplicación en medios tradicionales y digitales para la empresa Decoraciones Reina de la Nube de la ciudad de Azogues
(Universidad de Cuenca, 2025-03-19) Cauja Amaguaya, Jimmy Alexander; Torres Díaz, Esteban Teodoro
Decoraciones Reina de la Nube is a company dedicated to the production of custom curtains, carpets, and other home décor elements such as bedspreads, tablecloths, and other products. The company was founded in 2003 in the city of Azogues, giving it extensive experience in the market. However, since its inception, the owners did not give the brand or its name the necessary importance, which has prevented the company from building a strong brand over the years, making it difficult for users to clearly identify it. This has resulted in customers not recognizing it as a reference in its market niche, placing it at a disadvantage against its competitors. Considering these needs, this project focuses on creating a graphic identity that reflects the company's attributes while maintaining respect and professionalism toward each client. After analyzing the problem, a methodology was developed based on the tools presented in Ellen Lupton's book, Brand. Graphic Design Thinking (2011), which was selected as a key reference for addressing this project and was adapted at each stage. Additionally, two other methodologies were incorporated to provide more design tools: Galvin Ambrose and Paul Harris' Design Methodology and Hervás Abdón's Brand Name Creation Process. Four key attributes were then identified, serving as fundamental pillars for the project. Consequently, the design proposal is developed based on prior research, followed by functional, morphological, and creative solutions to improve the graphic identity, naming, and visual identity system. Moreover, the project includes the creation of templates for both traditional and digital media, designed to establish an effective connection with customers.
Diseño de una linea de cuadernos basado en la cultura Shuar
(2009) Morocho Saquiquirin, Fausto Eduardo; Torres Díaz, Esteban Teodoro
Diseño e ilustración de láminas educativas y didácticas de las indumentarias de grupos étnicos de tres regiones del Ecuador
(Universidad de Cuenca, 2025-03-17) Inga Ortiz, Silvia Priscila; Torres Díaz, Esteban Teodoro
In a world where visual information has become indispensable, we have become so accustomed to it that, in the educational field, learning based solely on long texts can be monotonous and exhausting, especially for children, who are more prone to boredom if the content is not accompanied by visually attractive and colorful illustrations. In this context, the present work of curricular integration aims to awaken children's curiosity about ethnic groups, their clothing and traditions, through illustration and recreational activity, with the purpose of preserving and promoting our rich culture.