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Galvez, F., Holgado, X. (2022). Calistenia Perú: construcción de la identidad de marca para una comunidad deportiva digital [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16793
Galvez, F., Holgado, X. Calistenia Perú: construcción de la identidad de marca para una comunidad deportiva digital []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16793
@misc{renati/1442105,
title = "Calistenia Perú: construcción de la identidad de marca para una comunidad deportiva digital",
author = "Holgado Rojas, Xiomara Sonia",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Calistenia Perú: construcción de la identidad de marca para una comunidad deportiva digital
Advisor(s): Valencia Espinal, María Teresa
Keywords: Redes sociales; Calisthenics; Visual identity; Logos (Symbols); Trademarks; Social networks; Calistenia; Identidad visual; Logotipos (Símbolos); Marcas comerciales; Deportes; Sports
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: Este trabajo profesional consiste en el desarrollo de un manual de marca para la comunidad digital Calistenia Perú, que está formada por entusiastas afines a la disciplina de calistenia a nivel local. Esta comunidad existe a través de un grupo cerrado en Facebook con más de 27 000 miembros y tiene aproximadamente 10 años de creación. Actualmente, no cuenta con una identidad visual diferenciada que la represente correctamente y le permita posicionarse como una comunidad 100% digital que te ayude
a mejorar tu condición física y tu bienestar a través de la calistenia de la mano de atletas
expertos.
Con la implementación del manual de marca propuesto, se busca establecer también la identidad de marca definiendo elementos esenciales como misión, visión, valores, posicionamiento, personalidad, tono de voz y pilares de contenido. Además, se plantean lineamientos gráficos como plantillas para redes sociales, logos animados, aplicaciones para diferentes plataformas, merchandising, entre otros.
This professional work it’s about of the development of a brand book for the digital community "Calistenia Peru" that is made up of enthusiasts related to the discipline of calisthenics at the local level. This community exists through a closed group on Facebook with more than 27 000 members and is approximately 10 years old. Currently, it does not have a differentiated visual identity that represents it correctly and allows it to position itself as a 100% digital community that helps you improve your physical condition and well-being through calisthenics at the hands of expert athletes. With the implementation of the brand book, the aim is to establish the brand identity by defining elements such as mission, vision, values, positioning, personality, tone of voice, content pillars; as well as graphic guidelines such as templates for social media, animated logos, applications for new platforms, merchandising, among others.
This professional work it’s about of the development of a brand book for the digital community "Calistenia Peru" that is made up of enthusiasts related to the discipline of calisthenics at the local level. This community exists through a closed group on Facebook with more than 27 000 members and is approximately 10 years old. Currently, it does not have a differentiated visual identity that represents it correctly and allows it to position itself as a 100% digital community that helps you improve your physical condition and well-being through calisthenics at the hands of expert athletes. With the implementation of the brand book, the aim is to establish the brand identity by defining elements such as mission, vision, values, positioning, personality, tone of voice, content pillars; as well as graphic guidelines such as templates for social media, animated logos, applications for new platforms, merchandising, among others.
Link to repository: https://hdl.handle.net/20.500.12724/16793
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Acuña Pereda, Mario; Villacorta Calderón, Rocío; Valencia Espinal, María Teresa
Register date: 26-Oct-2022
This item is licensed under a Creative Commons License