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08 junio, 2021

MARCAS vs LOGOTIPOS: Quiénes somos y a dónde queremos llegar.


Crear un logotipo no significa crear una marca. Un buen logotipo es solo el inicio para construir una marca. Desde ese momento comienza una auténtica carrera de fondo.

Lo primero que debemos preguntarnos es ¿qué tipo de empresa o negocio somos? ¿a quién nos queremos dirigir? y ¿con qué propósito?. De estas preguntas obtendremos las primeras respuestas que determinarán las necesidades reales de quién queremos ser y a dónde queremos llegar.

Un logotipo se construye a través de un concepto: claro, unívoco, fuerte, diferenciador y muy sencillo. La marca se construye a través de una estrategia: integradora, global y coherente.

Pero seamos más concretos. Os pongo dos ejemplos con necesidades de identidad gráfica muy distintas:

Ejemplo 1:

Imaginaros que soy una PYME y que llevo más de 15 años en el mercado. Voy consiguiendo ventas pero mi imagen es débil, fragmentada y está desactualizada. Mis herramientas de comunicación no representan realmente los valores que me gustaría transmitir a mis clientes y siempre están obsoletas:

Necesito replantear mi imagen gráfica, pero no solo el logotipo de manera aislada. Necesito pensar en los valores que realmente me gustaría transmitir y reflejarlos en cualquier herramienta o acción comunicativa que lleve a cabo (web, catálogos, trípticos, publicidad online ...). Una imagen fuerte, coherente y siempre en línea con los valores de mi empresa. Necesito, en definitiva, crear una pequeña marca que diga siempre lo que soy y como soy. Solo de esta manera conseguiré “la magia” necesaria para ir construyendo mi propia identidad, aquello que realmente quiero y necesito ser.

Ejemplo 2:

Imaginaros ahora que soy un emprendedor y que quiero montar una oficina en la que atiendo directamente a mis clientes. Soy una startup y parto de cero. Tengo mis ideales pero también soy realista:

Necesito empezar. Construir una base sólida que me permita ir creciendo y desarrollándome poco a poco. Necesito un logo que me identifique bien y ayude a darle visibilidad y carácter a mi espacio de trabajo. También una web, pero sencilla, corporativa ... económica. Al fin y al cabo mi trabajo diario se basa en la relación directa con mis clientes, aunque soy consciente de la necesidad de tener una web que consiga una buena primera impresión, describa bien los servicios que ofrezco y sea facilmente moldeable. El futuro ya se verá, pero con estas herramientas estoy seguro de empezar a desarrollar mi negocio con solidez.

Las necesidades son distintas. Los objetivos son distintos. Tener esto claro es fundamental para plantear nuestro ADN y propósito como empresa o negocio, pero por supuesto para optimizar los principales recursos de los que se dispone.

 

Tags: marcas, logotipos

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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CONTENIDO DISPONIBLE PRÓXIMAMENTE


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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CONTENIDO DISPONIBLE PRÓXIMAMENTE


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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CONTENIDO DISPONIBLE PRÓXIMAMENTE


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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