imagen corporativa Acciona by fernanda flores

Fernanda Flores Riff Taller V 2012

Introducción Desarrollo

Pg 1 Pg 2 -46

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Conclusiones Pg 47 -48 Anexos

Pg 49

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Empresa Junior 2

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Empresa Junior IDP

Marcha Blanca

Empresa Junior

Asesorías

Clientes

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Imagen Corporativa

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Logotipo: RepresentaciĂłn tipogrĂĄfica del nombre de la marca. (Logo= TipografĂa/texto).

Isologo o Imagotipo: Se encuentran ambos, logo e isotipo, representaciĂłn verbo-visual o fonĂŠtica del elemento bĂĄsico de identidad.

Marca: CombinaciĂłn del logotipo y del nombre para uso comercial. Sumado al concepto que el pĂşblico percibe de sus productos y su identidad. La marca se construye con el paso del tiempo y los ĂŠxitos logrados.

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Consideraciones y Diagnóstico 14

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Valorización de Ideas 16

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Valorización de Ideas

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Factibilidad Técnica

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Factibilidad Técnica

6. Insumos

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Estudio EconĂłmico

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Tabla de costos e inversiones con ítems financiados

Estudio Económico 42

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Estudio Económico

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Factores de eÂ´xito del proyecto 44

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Posicionamiento en el mercado

Credibilidad sobre los clientes Confianza sobre los productos y servicios a ofrecer

Diferenciarse de la competencia

Generar interĂŠs en el segmento objetivo Aumento del conocimiento de Acciona

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Factores de e´xito del proyecto 46

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Conclusiones 47

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îFLQD * E%5* 6$(* #()(,* &%* "%1%"/.%.* .(* 3(,* 'A+* %&&A* 6$(* (&* ,(+#-4* 1%,%* 6$(* .(* (+#%* 8-,'%* !""/-)%* &-2,(* %$'()#%,* +$* 1-1$&%,/.%.* 5* 9%"(,+(* "-)-"/.-* ()* (&* '(,"%.-:* * F(* %"$(,.-* %&* (+#$./-* ("-)B'/"-4* ()* &%* %"#$%&/.%.* %* !""/-)%* &(* "-)3/()(*

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Conclusiones

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A n

s o x e

Anexos

Para poder crear una imagen corporativa, se necesita de un anĂĄlisis de conceptos que sustenten la idea. Estos se pueden representar en un imagotipo mediante colores. Para poder asociar un concepto a un color, existe CYMBOLISM. En esta pĂĄgina, miles de personas votan por asociar un color a una palabra, y ĂŠsta entrega la gama de colores de acuerdo a las votaciones. Para ingresar: www.cymbolism.com

1. Valorización de ideas - Papelería !"#"$%&$'()"$"*%&+,-+$&.$&/$-.0/1%1%$)&$+&2&+&.3&%4$'-+-$'")&+$%&5(1+$(.-$/6.&-$ 5+0îFD$ 7$ 8(&$ FDGD$ &/&#&.3"$ 3&.5-$ FRKHUHQFLD$ FRQ$ "3+"4$ %1&#'+&$ %&$ (31/19-$ (.$ )1%&:"$ %1#1/-+$ 3-.3"$ &.$ /-%$ KRMDV $ FRPR$ &.$ /"%$ %"*+&%$ 7$ &.$ /-%$ WDUMHWDV $ ;%$ '"+$ &%3"$ 8(&$ '-+-$ /"5+-+$ (.$ WUDEDMR$ HîFLHQWH $ 5&.&+-/#&.3&$ %&$ +&-/19-.$ -.3&$ SURSXHVWDV VREUH XQ FLHUWR HOHPHQWR (Q HVWH FDVR ODV DQWH SURSXHVWDV VH YDQ D +&-/19-+$ &.$ )"%4$ &.$ /-%$ KRMDV$ 7$ WDUMHWDV $ '-+-$ '"%3&+1"+#&.3&$ DSOLFDUOR$ -$ /"%$ VREUHV $ <-$H[SOLFDFL=.$)&$'"+8(>$)"%4$UDGLFD$&.$8(&$FRPR$/-%$WDUMHWDV$&%$&/&#&.3"$#0%$ (31/19-)"$'"+$(.-$&#'+&%-4$5&.&+-/#&.3&$,-+6-$(.$SRFR$&/$)1%&:"$KDFLD$-/5"$(.$ SRFR P0%$-++1&%5-)"4$'&+"$%1.$%-/1+%&$)&$/-$/6.&-$5+0îFD $ $ $ $ <-%$'+"'(&%3-%$&.$3-#-:"$UHDO $;.$FXDQWR$-/$#-3&+1-/$)&$/-$WDUMHWD >%3&$&%$%"/"$ (.$'+"3"31'"4$7-$8(&$&/$"+151.-/$&%$#0%$+6JLGR $ 6H XWLOL]D SDUD HQWHQGHU HO FRQFHSWR GH WUDQVSDUHQFLD $

2. Propuesta de papelería

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Este diseño, si bien es dinámico, la curva de arriba se aleja un poco del isotipo, y se provoca un desequilibrio. Además los colores de estas curvas son muy protagónicos. Esto es una desventaja, ya que cuando el cliente vea la hoja, la visión debe centrarse en el isologo desde un principio. Por lo tanto los elementos a considerar mejoras: disminuir la opacidad de las curvas, lograr equilibrio entre el isotipo y la hoja , presenta curvas más coherentes.

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Se realizaron las mejoras pertinentes, disminuyendo la transparencia, y utilizando la mitad del isotipo. Se le entrega utilidad a la forma poniendo información de la empresa. La desventaja que posee es que el último tercio de la hoja tiene más protagonismo que los dos primeros tercio, además el isotipo aún está muy oscuro, por lo que tratar de escribir en ese lugar dificultaría la lectura. Es por esto que para lograr una propuesta equilibrada, debe corregirse: Bajar aún más la opacidad, y nivelar las dos mitades de la hoja, o los tercios de ésta.

Tarjetas

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Medidas: 5,5 cm x 9 cm En las tarjetas se hicieron propuestas en base a las hojas de trabajo. Por lo general la desventaja de éstas fue que la visión tiende a cargarse hacia un sentido (derecha) más que el otro. Es por esto que debe generarse un mejor equilibrio, al igual que con las hojas. Respecto a las formas, son muy protagónicas, en un espacio tan reducido. Para la propuesta debe tomarse en cuenta realizar un diseño más sutil, paja fijar la observación en el isologo. En cuanto a los bordes al ser cuadrados, pierde el dinamismo y flexibilidad, ya que se produce un corte de todas las curvas existentes en el diseño, es por esto que para la propuesta deben considerarse los bordes redondos.

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Para la propuesta se decidió fusionar las dos ideas presentes en las ante propuestas, ya que de esta forma, se logra el equilibrio en la hoja , se toma en consideración la curva que presenta el isotipo ,y también se disminuye aún más la opacidad, pudiendo escribir sobre el fondo. Con la forma generada, se quiere representar la visión de IDP, asimilándolo a un círculo. Ambas hojas van a tener el mismo diseño, para que tengan coherencia, es por esto que solo se muestra la propuesta de la hoja tamaño carta. En la hoja siguiente se presenta ésta sin intervenciones, e incluyendo el diseño del retiro.

Hoja A4 / Carta:

2. PROPUESTAS

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Sobres

11,4 cms

Sobre Americano

22 cms

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Sobre saco A4 - Carta

* Esta propuesta estĂĄ a escala, debido a que supera el tamaĂąo del informe

5,5 CM

Tarjeta

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9 CM Con ésta se logra el objetivo de centrar la mirada en el isologo. El diseño es sutil ya que al ser transparente, poner muchos colores se perdería la utilidad del material. Presenta similitudes con las hojas y los sobres, pero la diferencia es que las líneas utilizadas son más finas, por el espacio reducido. Lo que se quiere lograr con las líneas (al igual que las hojas y sobres) es poder “encapsular” Acciona dentro del universo IDP, pero siempre manteniendo los márgenes. Es por esto que se hace de una forma sutil, para no perder la identidad de junior empresa. Los colores se utilizaron sin opacidad, ya que esta la entrega el material. Es por esto que se tiene el beneficio de poder cargar los colores sin llegar al exceso.

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