{"id":1515,"date":"2013-09-30T14:40:13","date_gmt":"2013-09-30T17:40:13","guid":{"rendered":"http:\/\/www.idearius.com\/es\/?p=1515"},"modified":"2022-06-30T09:58:06","modified_gmt":"2022-06-30T12:58:06","slug":"la-imagen-corporativa-cuando-todo-comunica","status":"publish","type":"post","link":"https:\/\/www.idearius.com\/es\/blog\/la-imagen-corporativa-cuando-todo-comunica\/","title":{"rendered":"La imagen corporativa: cuando todo comunica"},"content":{"rendered":"\n<p>Cuando uno escucha el t\u00e9rmino imagen corporativa piensa en algo lejano y fr\u00edo, pero en realidad suele representar el primer contacto visual que tenemos con una empresa o marca a la hora de buscar determinado producto o servicio. Qu\u00e9 tan \u00abfr\u00eda\u00bb o \u00abc\u00e1lida\u00bb es la sensaci\u00f3n que nos produzca ese contacto depender\u00e1 de las particularidades de la cultura en que vivimos, de nuestra personalidad y de c\u00f3mo est\u00e9 dise\u00f1ada esa imagen que captamos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es una imagen corporativa?<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Si buscamos una definici\u00f3n, <strong>la imagen corporativa es el conjunto de elementos que integran la identidad visual de una empresa<\/strong>.<\/p>\n\n\n\n<p>Es lo que la diferencia visualmente de otras, haci\u00e9ndola \u00fanica e identificable con ciertos valores y sensaciones para quien la ve.<\/p>\n\n\n\n<p>Como elementos primarios est\u00e1n el logotipo, los colores y la tipograf\u00eda; pero tambi\u00e9n son parte de esta imagen todos los elementos que est\u00e1n en contacto con los usuarios o clientes de una marca, como ser los veh\u00edculos, papeler\u00eda, facturas y recibos, la carteler\u00eda, y la lista podr\u00eda llegar a ser muy larga.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"407\" src=\"http:\/\/www.idearius.com\/es\/wp-content\/uploads\/img-set-identidad-corporativa.jpg\" alt=\"set_identidad_corporativa\" class=\"wp-image-1516\" srcset=\"https:\/\/www.idearius.com\/es\/wp-content\/uploads\/img-set-identidad-corporativa.jpg 500w, https:\/\/www.idearius.com\/es\/wp-content\/uploads\/img-set-identidad-corporativa-300x244.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfPuede un logo, un sobre, o una hoja hablar de una compa\u00f1\u00eda?<\/h2>\n\n\n\n<p><strong>Por supuesto. La elecci\u00f3n de un color para la empresa, un tipo de letra o incluso un material para la impresi\u00f3n de las hojas, pueden ayudar a transmitir el esp\u00edritu y los valores de una compa\u00f1\u00eda.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<!--?xml version=\"1.0\" encoding=\"UTF-8\" standalone=\"no\"?-->\n<svg xmlns:rdf=\"http:\/\/www.w3.org\/1999\/02\/22-rdf-syntax-ns#\" xmlns:svg=\"http:\/\/www.w3.org\/2000\/svg\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 615.08 192.94\"><defs><style>.cls-1{fill:#e61d2b;}<\/style><\/defs><title>Coca cola<\/title><g id=\"Layer_2\" data-name=\"Layer 2\"><g id=\"Layer_1-2\" data-name=\"Layer 1\"><path class=\"cls-1\" 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40.8,-18.3 40.8,-40.8 0,-8.3 -2.4,-15.9 -6.5,-22.3\" fill=\"#005992\"\/>\n<path id=\"path40\" d=\"M 67.5,10.3 C 60.7,5.2 52.2,2.1 43,2.1 20.4,2.1 2.2,20.4 2.2,43 c 0,9.1 3,17.5 8,24.2 27.4,-8 49.1,-29.5 57.3,-56.9\" fill=\"#ed1a38\"\/>\n<\/svg>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\">Nadie dir\u00eda que los logotipos de Coca-Cola y Pepsi transmiten las mismas sensaciones.<\/p>\n\n\n\n<p>A modo de ejemplo, una compa\u00f1\u00eda dedicada a temas ambientales, seguramente elija el color verde para su imagen, porque es el color que m\u00e1s se asocia con la naturaleza. Incluso ser\u00eda recomendable que imprima toda su papeler\u00eda en papel reciclado para reforzar la asociaci\u00f3n en dichos y hechos (no s\u00f3lo hay que ser, sino tambi\u00e9n parecer).<\/p>\n\n\n\n<p>Si bien este puede ser un ejemplo muy obvio, sirve para graficar la relaci\u00f3n entre los elementos que componen la imagen y el esp\u00edritu de una empresa. Las combinaciones pueden ser muchas: por eso <strong>es fundamental tener claro qu\u00e9 es lo que la empresa quiere transmitir con su imagen corporativa<\/strong>.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Los colores son una poderosa forma de comunicaci\u00f3n no verbal<\/h2>\n\n\n\n<p><strong>Los colores son una herramienta clave para los dise\u00f1adores<\/strong>, que permite potenciar la comunicaci\u00f3n de las marcas a trav\u00e9s de la imagen corporativa. Nuestras mentes est\u00e1n programadas para responder al color y decodi?camos r\u00e1pido mensajes basados en ellos: detenemos el auto ante la luz roja y seguimos con la verde, y en la naturaleza tambi\u00e9n los colores nos alientan o previenen de tocar o comer alguna planta o animal. A continuaci\u00f3n, algunos de los significados que hay detr\u00e1s de cada uno de los colores.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-ast-global-color-5-color has-vivid-red-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"has-ast-global-color-5-color has-vivid-red-background-color has-text-color has-background wp-block-heading\">Rojo<\/h3>\n\n\n\n<p class=\"has-vivid-red-background-color has-background\">El rojo es un color intenso. Puede evocar emociones conflictivas que van desde la sangre y la guerra hasta el amor y la pasi\u00f3n. Usualmente es utilizado en el dise\u00f1o de logos como una manera para llamar la atenci\u00f3n del observador y se conoce que puede llegar a incrementar la presi\u00f3n sangu\u00ednea o provocar hambre.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n\n\n\n<div class=\"wp-block-column has-luminous-vivid-amber-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"has-black-color has-luminous-vivid-amber-background-color has-text-color has-background wp-block-heading\">Amarillo<\/h3>\n\n\n\n<p class=\"has-luminous-vivid-amber-background-color has-background\">El color amarillo, como el rojo, puede llegar a generar mensajes con?ictivos. Representa la luz del sol y la felicidad, pero tambi\u00e9n precauci\u00f3n y cobard\u00eda. El amarillo es luminoso y muy visible, raz\u00f3n por la cual puede ser encontrado generalmente en avisos de precauci\u00f3n y otras se\u00f1ales de tr\u00e1nsito. Es utilizado muchas veces en el dise\u00f1o de logotipos para captar atenci\u00f3n, crear felicidad y calidez.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-vivid-green-cyan-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"has-black-color has-vivid-green-cyan-background-color has-text-color has-background wp-block-heading\">Verde<\/h3>\n\n\n\n<p class=\"has-vivid-green-cyan-background-color has-background\">El color verde representa vida y renovaci\u00f3n. Es un color tranquilo y relajante, pero tambi\u00e9n puede representar envidia e inexperiencia. Puede ser encontrado com\u00fanmente en compa\u00f1\u00edas que se quieren retratar a s\u00ed mismas como pro-ecolog\u00eda.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns has-black-color has-text-color is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n\n\n\n<div class=\"wp-block-column has-vivid-cyan-blue-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"has-black-color has-vivid-cyan-blue-background-color has-text-color has-background wp-block-heading\">Azul<\/h3>\n\n\n\n<p class=\"has-vivid-cyan-blue-background-color has-background\">Aunque el color azul calma, pero tambi\u00e9n puede suscitar im\u00e1genes de autoridad, \u00e9xito y seguridad. La mayor\u00eda de las personas puede decir que les gusta al menos un tono de azul. Es probablemente el color m\u00e1s popular en el dise\u00f1o de logos y puede ser visto de manera extensa en sectores gubernamentales, en medicina y en grandes corporaciones. En nuestro pa\u00eds este color y el amarillo se asocian a los elementos patrios.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">La identidad visual no lo es todo<\/h2>\n\n\n\n<p>Si bien el cuidado por lo visual es casi siempre la prioridad, debemos recordar que la experiencia del cliente (en un sentido amplio, ya que tambi\u00e9n aplica a beneficiarios de servicios gubernamentales, entre otros) no se limita a lo visual.<\/p>\n\n\n\n<p>Muchas marcas utilizan estilos de iluminaci\u00f3n, fragancias y hasta olores a caf\u00e9 o pan para ser envolver en un aura \u00fanica a sus clientes al ingresar en sus locales comerciales, o para predisponerlos a determinados comportamientos deseados. \u00a1Los caminos y las opciones son infinitas a la hora de encarar el desarrollo de una imagen de marca si partimos de la premisa de que todo comunica!<\/p>\n\n\n\n<p><strong>Resumiendo, en la actualidad las empresas dedican mucho tiempo y dinero al cuidado de su imagen corporativa, entendiendo que esto las ayuda a mejorar su relaci\u00f3n con los clientes y diferenciarse de su competencia para, en definitiva, sobrevivir.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando uno escucha el t\u00e9rmino imagen corporativa piensa en algo lejano y fr\u00edo, pero en realidad suele representar el primer contacto visual que tenemos con una empresa o marca a la hora de buscar determinado producto o servicio. Qu\u00e9 tan \u00abfr\u00eda\u00bb o \u00abc\u00e1lida\u00bb es la sensaci\u00f3n que nos produzca ese contacto depender\u00e1 de las particularidades [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1515","post","type-post","status-publish","format-standard","hentry","category-blog"],"modified_by":"Alfonso","_links":{"self":[{"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/posts\/1515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/comments?post=1515"}],"version-history":[{"count":3,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/posts\/1515\/revisions"}],"predecessor-version":[{"id":4915,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/posts\/1515\/revisions\/4915"}],"wp:attachment":[{"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/media?parent=1515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/categories?post=1515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.idearius.com\/es\/wp-json\/wp\/v2\/tags?post=1515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}