Re-branding del centro de turismo cultural comunitario Pakari Tampu, en la provincia de Loja, a través de un estudio semiótico con aplicación en el diseño de señalética.

Abstract

The objective of this research work was to redesign the brand of the Cultural-Community Tourism Center "Pakari Tampu", also present a proposal of signage for the center to have a better visual identity. It was supported by 6 artisans from the Saraguro center, the owner of the place, the community and the tourists that have been visited this Cultural Tourism Center, who through surveys, also provided important information about "Pakari Tampu", since was created until now. In addition, they provided information on the symbolic elements that represent the place and the culture. For the critical analysis and typography, it was selected 20 elements between tissues with mullos considered the most representative of Saraguro Culture. For the purpose of the brand it was taken 5 elements that represent the touristic place and the culture, by means of these was obtain 4 proposals of brand design than through a validation, it was selected one of them. It concludes that the Saraguro Culture where was found the Cultural-Community Tourism Center "Pakari Tampu", has symbolic elements of geometric shapes. Among other symbolic elements were the following: the circle, triangle, diamond, square, rectangle, spiral, chacana, zig-zag and semi-circle shapes, likewise it was created a brand manual where the necessary specification were known for the appropriate use of the created brand.