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.