Manual de identidad corporativa del jardín infantil ‘escuela activa’ de la ciudad de Cali para mejorar la percepción de marca en los padres de familia en el año 2020

Abstract

This undergraduate work was carried out in order to make a corporate identity manual for the kindergarten Escuela Activa that allows to improve the perception of the brand of the parents of said institution, thus implementing a dynamic concept that supports the graphic identity of the company, so that there is a brand to manage. All this due to the lack of use of the current brand, its graphic decomposition and its long creation time. For the construction of the new corporate brand several fundamental factors were taken into account, the first was the previous investigation of the history of the graphic brand, as well as its importance and evolution to determine the value and perception that a brand has about an entity, product or service. The second, the interviews carried out with the parents and the educational establishment, as well as the study of the current brand to determine the design parameters that should be carried out for the development of the new brand, taking into account the explicit values and implicit that the new brand should have and thus transmit them correctly in the new brand. Consequently, the corporate identity design for the Escuela Activa kindergarten was carried out according to the concept that the brand wanted to communicate so that the garden would manage its new brand as a new starting point for its implementation to work properly.