The Brief and Its Role in the Development of Visual Identity Through Academic Intervention in EPS Organizations

This study was developed in the framework of the research project of the University of Guayaquil, called Visual Identity of the Organizations of the Popular and Solidarity Economy (VIPSE), to identify the role that the brief instrument had as an information collector in the development of visual identity, since at the beginning of the design process there were problems in the collection of information in the interviews; the methodology used is qualitative, since it was verified that the use of this instrument was effective in the development of visual identities. By applying this instrument, the brand identity of 112 organizations of the popular and solidarity economy with 1,200 beneficiaries and 15 records was created, and the design was affected by the way the brief was developed during the design process.