Citas bibligráficas
Vela, F., (2020). La apropiación de la gráfica popular en el branding de los restaurantes en Lima del 2010 a la actualidad [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654559
Vela, F., La apropiación de la gráfica popular en el branding de los restaurantes en Lima del 2010 a la actualidad [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654559
@misc{renati/393574,
title = "La apropiación de la gráfica popular en el branding de los restaurantes en Lima del 2010 a la actualidad",
author = "Vela Landa, Francisca Angelica",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research analyzes the appropriation of popular graphics in the branding of Lima restaurants. As a hypothesis, it is proposed that popular graphics is part of conventional graphic design in branding. In this sense, the popular is approached as a concept that is reflected in the whole restaurant environment, where its graphic elements make up the identity of the establishment. For this research, documents are analyzed, a field study adapted in a virtual way and key informants are interviewed to understand the process of appropriation of popular graphics from its cultural and strategic dimension in branding. In the analysis of the restaurants, it was possible to identify a graphic line that identifies with the popular graphic; however, it shows variations and interpretations that respond to the identity of each restaurant. Above all, some characteristics makes the reference to this graphic understandable. Finally, it is concluded that each restaurant appropriates this graph differently. It uses its essence, graphic characteristics such as typography and color palette. In addition, it implements visual elements such as posters and blackboards. However, it does not make an exact copy. Each establishment reinterprets it according to the proposed concept, since it is also a cultural, dynamic and variable product.
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