The logo and its importance in improving brand perception in higher education institutions.
PDF
HTML

Keywords

graphic line
logo
brand positioning

How to Cite

Andrade SanchezE. D., Gallardo PerezN. A., & Cantos LucesV. H. (2022). The logo and its importance in improving brand perception in higher education institutions. Universidad Ciencia Y Tecnología, 26(115), 16-24. https://doi.org/10.47460/uct.v26i115.612

Abstract

The logo, as an institutional graphic representation, transmits the values and fundamental principles of the institutions. The objective of the research was to expose the factors that can motivate changes in the iconic and chromatic elements that make up logos, and the benefits that these can have for higher education institutions. The methodology used was qualitative and documentary, with 18 units of analysis from 2010 to 2022, the logos of the State University of Milagro in Ecuador were compared. Among the results, it has been observed that the correct graphic conformation of the logos can help correct weaknesses in the visual identity of the institutions that present brand association problems. It concludes, that the lack of knowledge of the structural principles of the identity manual and of the brand projection are causes of the bad perception that the public has of the values, principles, and technological scope of the institutions.

https://doi.org/10.47460/uct.v26i115.612
PDF
HTML

References

[1]R. Hoyos Ballesteros, Branding el arte de marcar corazones. 2016. [Online]. Available: https://www.ecoeediciones.com/wp-content/uploads/2016/08/Branding.pdf
[2]N. González, “Cambio de marca, renovación de marca o relanzamiento,” Magenta, 2018. https://magentaig.com/que-es-el-cambio-de-marca-la-renovacion-de-marca-y-el-relanzamiento/ (accessed May 15, 2022).
[3]K. Schnaider and L. Gu, “Potentials and Challenges in Students’ Meaning-Making via Sign Systems,” Multimodal Technol. Interact., vol. 6, no. 2, 2022, doi: 10.3390/mti6020009.
[4]N. Gauna, “Las 10 marcas más valiosas del mundo 2017: Análisis de signos marcarios.” 2018.
[5]M. Martínez Durán, “El branding, la sustentabilidad y el compromiso social del diseño. (Cuando ser es más importante que parecer),” Rev. del Cent. Investig. Univ. La Salle, vol. 9, no. 35, pp. 11–17, 2011.
[6]QS Quacquarelli Symonds Limited, “QS Latin America University Rankings 2021,” QS TOP UNIVERSITIES. https://www.topuniversities.com/university-rankings/latin-american-university-rankings/2021 (accessed May 30, 2022).
[7]S. D. Cepeda-palacio, “Alcances actuales del concepto de marca. un estudio comparativo, en la historia,” Unilibre Cali, vol. 10, no. 2, pp. 128–142, 2014.
[8]D. Hommerová, K. Šrédl, and K. Dbalá, “Analysis of the awareness and popularity of the brand of a selected education and research library in the Czech Republic: A case study,” Inf., vol. 11, no. 8, 2020, doi: 10.3390/INFO11080373.
[9]A. Del Pino Espinoza and N. Lloret-Romero, “e-Branding universitario en Ecuador, análisis de los factores de implementación digital en las universidades como herramienta de visibilidad,” Univ. Pedagógica Exp. Libert., vol. 42, pp. 224–240, 2018.
[10]S. Wang, Y. K. Liao, and W. Y. Wu, “Hypothesis the role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions,” Sustain., vol. 13, no. 21, 2021, doi: 10.3390/su132111975.
[11]M. A. Merhabi, P. Petridis, and R. Khusainova, “Gamification for brand value co-creation: A systematic literature review,” Inf., vol. 12, no. 9, 2021, doi: 10.3390/info12090345.
[12]F. Suárez-Carballo, “Claves del minimalismo en el diseño gráfico contemporáneo: concepto y rasgos visuales,” Pensar la Publicidad. Rev. Int. Investig. Public., vol. 13, pp. 45–64, 2019, doi: 10.5209/pepu.65019.
[13] B. Subiela Hernández, “El papel simbólico de la tipografía en el diseño de logotipos: el caso de Audi Blas,”Sphera Pública ISSN, vol. 1, no. 13, pp. 38–56, 2013.
[14]H. Koh and R. Burnasheva, “Perceived ESG ( Environmental, Social, Governance ) and Consumers ’Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality,” Sustainability, vol. 14, 2022.
[15] J. F. Fondevila-Gascón, E. Vidal-Portés, O. Muñoz-Sánchez, and M. Polo-López, “Interactive advertising on HbbTV: An experimental analysis of emotions,” Sustain., vol. 13, no. 14, pp. 1–13, 2021, doi: 10.3390/su13147794.
[16] J. F. Fondevila Gascón, Ó. Gutierrez Aragon, M. Copeiro, V. Villalba Palacín, and M. Polo Lopez, “Influence of Instagram stories in attention Influencia de las historias de Instagram en la atención y emoción,” Media Educ. Res. J., vol. XXVIII, pp. 41–50, 2020.
17]acceso360, “Los 8 problemas de comunicación más comunes de una marca,” acceso360, 2020. https://www.acceso360.com/problemas-de-comunicacion-de-una-marca/ (accessed Jun. 03, 2022).
[18] S. Guillén León, “¿Cómo se realiza un análisis semiológico de un logotipo?,” El Semainomenon, 2010. http://elsemainomenon.blogspot.com/2010/02/como-se-realiza-un-analisis-semiologico.html
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Downloads

Download data is not yet available.