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Marquez, J., (2021). Relanzamiento de la Identidad Visual de la marca “Rústica” [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14750
Marquez, J., Relanzamiento de la Identidad Visual de la marca “Rústica” []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14750
@misc{renati/1442897,
title = "Relanzamiento de la Identidad Visual de la marca “Rústica”",
author = "Marquez Cuzco, Jairo Eduardo",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Relanzamiento de la Identidad Visual de la marca “Rústica”
Authors(s): Marquez Cuzco, Jairo Eduardo
Keywords: Trademarks; Visual communication; Restaurants; Marcas comerciales; Comunicación visual; Restaurantes
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: El presente estudio responde al relanzamiento de la identidad visual de la marca
“Rústica”. Esta compañía al igual que muchas empresas durante el periodo de
aislamiento en el contexto de emergencia sanitaria por el Covid-19, aplicó estrategias
para reinventar y transformar sus servicios, incursionando así en las actividades de
delivery para la entrega de comida a domicilio, además de transformar algunos de sus
restaurantes en market, los cuales al culminar las restricciones retomaron su formato
original. Cabe resaltar que actualmente esta franquicia posee cuatro rubros, entendiendo
ello se evidencia la necesidad de hacer modificaciones en su marca visual, con una línea
que mantenga uniformidad en el tratamiento del símbolo de la marca, adaptado a los
diferentes rubros de la cadena. En respuesta el actual trabajo profesional presenta una
estrategia de comunicación para seleccionar los medios en los que la marca debe tener
mayor presencia, además del rediseño de su identidad visual, ya que es esencial renovar
y modernizar su logo.
This study responds to the re-launching of the visual identity of the "Rústica" brand. This company, like many companies during the period of isolation in the context of the Covid-19 sanitary emergency, applied strategies to reinvent and transform its services, thus venturing into delivery activities for home food delivery, in addition to transforming some of its restaurants in market, which at the end of the restrictions resumed their original format. It should be noted that currently this franchise has four categories, understanding this, it is evident the need to make changes in its visual brand, with a line that maintains uniformity in the treatment of the symbol of the brand, adapted to the different categories of the chain. In response, the current professional work presents a communication strategy to select the media in which the brand should have greater presence, in addition to the redesign of its visual identity, since it is essential to renew and modernize its logo.
This study responds to the re-launching of the visual identity of the "Rústica" brand. This company, like many companies during the period of isolation in the context of the Covid-19 sanitary emergency, applied strategies to reinvent and transform its services, thus venturing into delivery activities for home food delivery, in addition to transforming some of its restaurants in market, which at the end of the restrictions resumed their original format. It should be noted that currently this franchise has four categories, understanding this, it is evident the need to make changes in its visual brand, with a line that maintains uniformity in the treatment of the symbol of the brand, adapted to the different categories of the chain. In response, the current professional work presents a communication strategy to select the media in which the brand should have greater presence, in addition to the redesign of its visual identity, since it is essential to renew and modernize its logo.
Link to repository: https://hdl.handle.net/20.500.12724/14750
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Guzmán Martínez, José; Torres Duncker, Claudia; Acuña Pereda, Mario
Register date: 14-Dec-2021
This item is licensed under a Creative Commons License