Resumen

OLIVARES GALLO, Juan Ernesto Alejandro; RAMIREZ MERCADO, Marcela del Rocío  y  CISNEROS HERNANDEZ, Adrian Antonio. Visual synthesis of the graphic design process of the Chivas brand, the soccer team Guadalajara. Zincografía [online]. 2020, vol.4, n.8, pp.5-23.  Epub 01-Sep-2020. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v0i8.75.

This work shows the case of the design of the chivas brand. Management that leaned in the theoretical fact for the delimitation of the method and the graphic representation. Therefore, a brief review of the following notions is carried out: brand, logo and symbol. This to differentiate their role as graphic identifiers and their function as messages. The syntax of the image and its synthesis processes are studied. Likewise, reference is made to the phenomenon of visual perception and visual literacy. This with the purpose of delineating the design processes from which the brand was given shape and visual organization. In addition to, underlining the essential function of the theory in the graphic discourse of this case.

Palabras llave : Brand; logo; visual synthesis; literacy.