Análisis tipográfico aplicado en identificadores gráficos de productos y servicios en el Ecuador.

Abstract

The objective of work was to analyze the classification and typographical variations applied in logos of products and services in Ecuador through technical sheets to identify similarities and peculiarities from 2020 to the present from a broader database. The methodology used focused on the deductive method that allowed obtaining analysis from the general to the particular. that is, to which typeface family they belong according to their classification, even the most miniature characteristics such as tracking, kerning, thickness, and width., inclination, which is established according to the product or service to which they belong; on the other hand, the study is oriented to a qualitative form, allowing observing the various particularities. To analyze each logo, an observation matrix was used to collect information allowing breaking down the structure of the complete composition, that is, the brand, in an organized way, with its respective interpretation for each identifier, as well as a comparative performance. It concluded there is a variety of typographies taken as a basis to create totally different ones, which help to generate their own identity when compared to each other, thus achieving to affirm the established hypothesis about the importance of choosing a typeface according to the need and the product or service offered. in addition to providing legibility and understanding for the user to help future logo creation.