Final project
- 1. Date: May 11th - 2013 Name: Diana Piedad Pérez Acosta Code: 66121527 Career: Professional Graphics Design Semester: Sixth Level: English IV - Saturday TITLE Implementation of a Corporate Personality concept, to improve the Corporate Identity service in 2D Gráfica company. OBJECTIVES 1. To extract and determine the Corporate Personality concept from “Identidad Corporativa del Siglo XXI” book, by the Spanish Graphic Designer Joan Costa. 2. To improve the customer service in 2D Gráfica Company, applying internally the Corporate Personality concept. 3. To make a real exercise, applying the Corporate Personality concept to a real customer. 4. To show to the graphic designers that research and implementation of new concepts increases value, give differentiation and innovation to their work. JUSTIFICATION This work is very important to me because in my job I have seen the great importance to contribute with new ideas to give a higher value to the service that we have offered through the years under the same concept. The applying of the new corporate concepts in our company is a synonymous of innovation, and gives us the chance to remain in the market, facing an aggressive, big and strong, but monotonous competence. METHODOLOGY 1. To read completely the book “Identidad Corporativa del Siglo XXI”, by the Spanish Graphic Designer Joan Costa. Time: 8 days. 2. To extract and determine the Corporate Personality concept of this book. Time: 2 days. 3. To compile the most important ideas about 2D Gráfica strategic planning. Time: 2 day. 4. To describe the Corporate Identity service that the company actually offers, and develop a diagnosis which result will talk about the advantages and disadvantages. Time: 1 day. 5. Based on this book, to evolve the actual Corporate Identity service to Corporate Personality, implementing it in 2D Gráfica’s portfolio. Time: 1 day. 6. To apply this new concept, offering a service to an actual customer with the next characteristics:
- 2. a. MYPIME service company, Natural Person. b. Located in Bogotá. c. Five members, maximum. d. Company recently created and registered in Cámara de Comercio de Bogotá, who needs a corporate identity development. e. To have a defined strategic planning. f. To have a physical local. The customer will have digital files with the originals designs, and a corporate identity basic user manual. Time: 15 days. 7. Make a class presentation about the results of applying the Corporate Personality concept in a real exercise with a real customer. Time: 1 day. • This is the first part of the whole work. • In the second part I will develop from 1 to 5 point, around 14th days. • The third and last one part goes to 6 to 7 points, and I will make it around 16th days to finish at all this project. THEORETICAL FRAMEWORK 1. In the book Based on the book “Identidad Corporativa del Siglo XXI”, by the Spanish Graphic Designer Joan Costa, and other kind of similar definitions, I extracted the concept of Corporate Personality, to then applied to a real exercise. Costa, referred about Corporate Image like “…a global added value that covers above and transcends all the acts, productions and communications of the company, that injects own and unique personality and signification”. 2. Corporate Personality concept In spite of different positions and contributions of the Corporative Identity experts, it exists a common viewpoint that they converge. The Corporative Identity is composed by four factors that complement and become a whole. It can’t exist one without another, and they affect each other, in a positive o negative way. These four factors set give a shape of personality to the company. 1. Corporative Behavior: It refers about internal operation, its productive procedures, administrative, financial, technological, logistics, commercial, and other. To them, added the company history that shows their own evolution, and if their behavior goes to the company vision.
- 3. 2. Corporative Culture: It refers about the company’s behavior, congruent or not, with its values and policies. That behavior impacts directly over the perceptions that the society has about it. 3. Visual Identity: Is the set of signals that illustrates graphically the company soul, and represents what the company wants to show about them. Here comes the logo, symbol, corporative colors, stationery, furniture, and all that kind of things that represents visually the company. 4. Corporative Communication: It’s about all the expressive means that the company uses to send a message; it could be a conscious or unconscious. For example, all the daily acts, good or bad, communicate something, and society perceived it. On the above, it must be distinguished between what the company really is, what the company wants to show, and how the society perceived it. An ideal state would be that these three points were congruent between them. In conclusion, the Corporate Personality is formed by all the tangible and intangible things, and all the acts that conscious or unconscious send a message to their internal and external customers. The positive or negative results, depends of itself. 3. 2D Gráfica strategic planning Main Function • 2D Gráfica is a Graphic Design company, specialized in Corporative Image development. This service goes to companies that want to enter in the market, and require an adequated counseling to get a Corporative Image that represent it on society, and make it unique in front competence, according their nature, needing and budget. Secondary Functions • 2D Gráfica belongs to a huge productive chain that enables it to provide a full service; it goes from designing of Corporative Identity, webpage design, to print production and advertising material. 4. Analysis of Corporative Image service provided by 2D Gráfica Service Failures • The company doesn’t have a defined procedure of after market following and customer contact once the design of Corporative Image are delivered. Therefore 2D Gráfica doesn’t know if their designs are effective or not, or if this brings a positive
- 4. results to the customer. The accompaniment that the company offers is limited to the deliver of the design. Service Advantages • The members of the company have up to thirteen years of experience in design of Corporative Image, for different kind of companies. Having contact with all that people allowed to 2D Gráfica enrich their knowledge and learning to understand the specifically needs of their customers. • That great experience makes 2D Gráfica not only advise these customers, but also teach them about the importance of this, changing the paradigm that design is another cost but an investment. • 2D Gráfica members have the ability to recognize and understand the company fails about custom service; therefore, they’re preparing and acquiring new concepts to improve the service. 5. Implementation of Corporate Personality concept in 2D Gráfica’s portfolio 2D Gráfica has to make a great effort to improve the after market service to get a complete Corporate Personality, efficient and consistence with its portfolio, and then, to get credibility and clinch the relationship with the customers. To prove the last paragraph, 2D Gráfica plans to make a real exercise, offering the Corporative Identity development to a new customer, with the profile required in this work (Methodology, point 6). 2D Gráfica will make an accompaniment to the customer, during through all the design process including the aftermarket step to evaluate the results, no only about design, but also about the 2D Gráfica’s image left to this client. DEVELOPMENT Corporate Identity Design for FundAmarte organization. According to the objectives proposed at the beginning of this work, the concept of Corporate Personality was taken from the book “Identidad Corporativa del Siglo XXI” written by the Spanish graphic designer Joan Costa. This concept was implemented in 2D Gráfica portfolio as it’s shown in items 2 and 3 of the Theoretical Framework of this research. This concept was used as a basis to realize the next real exercise, when the Corporate Identity of FundAmarte was designed, organization that meets all requirements proposed in the sixth item of Methodology of this document. With this exercise, it will be demonstrated
- 5. how the graphic designers can evolve their work, through the constant understanding and accompaniment with their customers, to increase the value of their prefession. The Chosen Company FundAmarte is a nonprofit entity that offers psychological services, which wants to give a better quality of life to their patients and their professionals. Its founders are Viviana Castaño y Tatiana Riaño, psychologists from the Catholic University of Colombia. Their common dream is to help people, specially the victims of the different kind of violence that suffer in Colombia. It’s located in the 19th Avenue with 8th Street, 5th floor (Old Caracol’s building), in the heart of Bogota. Design Process At the first meeting, FundAmarte introduces 2D Gráfica about what the company is, what it wants to be, and the expectative about what it want to show with the new image. The partners talked about that they want a logotype that shows humanity, love and kind. 2D Gráfica made an investigation about related organizations, to see the design trends and don’t fall in plagiarism or doing a similar design. Based up on the collected information, 2D Gráfica submitted three proposals differentiated by color, form and typography. Then, that information was exhibited to the stakeholders of FundAmarte for further study and concept issuing.
- 6. Once the proposals were analyzed, stakeholders manifested their disagreement with them; nevertheless they mentioned that the third one would be suitable. 2D Gráfica proceeded to craft the two later proposals based up on the stakeholders’ observations. From the last two proposals they agreed with the second one but they wanted to check another option of coloring and a way to modify slightly the shape of the central icon of the logotype. As a result of the suggested corrections, the resulting logotype became elected, in which they felt fully identified. With the selected logotype the stakeholders solicited two graphical pieces, personal presentation cards and a template for Power Point slides.
- 7. Once the graphical process came to an end, 2D Gráfica gave to FundAmarte the Logotype Usage Handbook which serves as an orientation for the correct usage of the logotype on the applications making.
- 8. With the aim of the implementation of the Corporate Personality, 2D Gráfica arranged a meeting with the FundAmarte staff with the purpose of the socialization and interiorization of the Corporate Identity, allowing them to speak in a common language and the fulfillment of the corporate goals. “The foundation Logotype has been conceived from the wishes and projections the founders had about the future of the organization. The logo’s concept came from the idea of give real support to real problems from the people facing difficult situations, being such person the core of the solution. The built of the logotype has been conceived thinking in show the core values which the corporation wishes to project. As is shown in the logotype, the "A" word drawn in an abstract manner shapes a person, symbolizing the fact Self-Love and Love for Others is the best tool for facing challenging situations. In the concern of the colors, they have their own meaning. Green color is related to hope. That is what most of the people look for from the supporting services of FundAmarte. Yellow color is related with two ideas, Happiness and wealth. Happiness is the desirable ultimate goal of every human being, and wealth observed from an emotive point of view represents the highest values a person would bear. The soft and rectilinear shape of the typography means that the staff of FundAmarte is people with great professional and academic formation, being capable of handle the situation patients use to confront.
- 9. According to the previous comments, it can be reached the conclusion that neither of the elements of the Logotype has been made superficially, but the contrary with a full meaning, stressing the importance of show the Corporate Image as must be. For this purpose, the Corporate Image Handbook has instructions of how to implement the logotype, avoiding potentially harmful changes to such Image. A good usage of the logotype enables the company to make a positive and exponential Brand positioning to their target audience; allowing them to be differentiated from competition. Is worth to mention the fact, good Corporate Image doesn’t rely exclusively on the appropriated usage of the logotype but in the sense of belonging of the company staff, and a coherent behavior according to their principles. The meaning of the company logotype is a suggested directive to orientate the way of think and proceed of their integrants. Inside a conflicting society only those values can be found from people with professionalism, ethic, great sense of humanitarism, awareness of their social environment and the capability of give real support to it. That is what we can expect from FundAmarte given his Logotype.” The socialization experience of the Corporate Identity which 2D Gráfica gave to FundAmarte as part of Post-Sale tracking was very enriching because the Stakeholders Viviana and Tatiana expressed an enormous satisfaction and felt a great will on their work team, which also was perceived by their customers. Now, 2D Gráfica will be capable to show FundAmarte as a successful client and also will be able to show them as reference for further projects.