Resumen

POL, Andrea. Branding and personality of the visual Brand. Zincografía [online]. 2017, vol.1, n.1, pp.5-20.  Epub 09-Oct-2020. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v0i1.1.

The visual identity projects a certain personality of the brand, through its graphic, spatial and chromatic elements. This is the starting point for the construction of the brand image by the public. Sustained by the knowledge of transdisciplinary knowledge, we explore the nexus, theoretical, methodological and technical concepts, between the fundamentals of the graphic projective techniques of psychology and the design of marks, the effects of defining the marking personality and the character of Brand, from its formal, spatial and chromatic.

Palabras llave : identity; image; brand personality; visual mark; brand.