Rediseño de la marca gráfica y diseño de la imagen corporativa de la empresa Linaje

Abstract

This thesis was made to redesign the graphic brand of “Linaje”, to implement a dynamic concept that supports the graphic identity of this company, and to have a brand to manage. The need for the redesign was due to lack of the use of the actual brand, as well as its graphic decomposition and its over long period of validity. Prior to this brand redesign, three primary facts were investigated. First, the history of graphic brands, its importance and evolution, which served to expose the value of representation that a brand has over an entity and its product or service, whether this is a company, city, or institution. Secondly, the study of current success cases of homologous brands that implemented a similar brand development as the redesign of Linaje’s brand. This study exposed a range of motives, such as how, when and why to design or redesign a dynamic brand. Finally, extensive research of Linaje as a company and its actual graphic brand, exposed every characteristic and evident and implicit value that the new brand must have as a concept, in order to transmit the essential characteristics and values without reiterating the mistakes of the previous brand. In short, to complement this brand redesign work for Linaje, a corporate image manual was designed, incorporating the concepts that a dynamic brand represents, thus enabling the company to manage its new brand from the initial implementation stage through to a fully functioning brand.