Manual de identidad corporativa para la marca de cerveza artesanal Carmesí de la Universidad Santiago De Cali para el año 2021

Abstract

The initiative of this present project is to design, develop, socialize and disseminate a corporate image manual for the new craft beer brand USC Carmesí from the Santiago de Cali University. For this, it is necessary to highlight the development of the brand, which is made up of the name and image of the institution, which will help to be recognized by the students and guidelines of the University, highlighting and differentiating the Crimson brand from the others. The research used is descriptive with a mixed approach. The population in the communication and advertising faculty was delimited, the sample was determined as a non-probabilistic type for teachers and a probabilistic sample for students, the techniques of interview, survey and matrix step by step of own elaboration were applied. The results (pending) are expected to reflect the need for a USC Crimson brand identity manual; This allows to justify the proposal of elaboration of a graphic regulation of the visual Identity that will help, benefit and guide the brand to become part of its own identity.