Resumen

SALGUERO, José; AGUILAR, Stalin; PESANTEZ, José  y  RODRIGUEZ, Gissela. CHAKIÑAN GRAPHIC BRAND: PROPOSAL FROM THE CO-CREATIVE SYSTEM OR COLLABORATIVE DESIGN. Revista Chakiñan [online]. 2017, n.2, pp.83-94. ISSN 2550-6722.

The emerging scientific journal of sciences and humanities, Chakiñan, will require a visual identifier that represents its distinctiveness, acquired notoriety among the academic community and acquired a solid position in the context of indexed journals. To accomplish this task, the collaborative design system was proposed, with the contribution of eight students who studied the Andean Design course, in the period october 2016 - march 2017. In the development, Bruce Archer's project methodology was used, which consist of four phases: analytical, creative, formalization of the idea and implementation stage. Among the determining factors was the considered the need for a visual identifier to reflect the Andean worldview, using iconic signs and relevant features from one or several cultures of Mesoamerica and / or South America, aim of study. The article reflects the the co-creative work process, whose main result is the philosophical and conceptual foundation and description of the symbolism of the Chakiñan brand. In conclusion, the advantages of the collaborative design system is in contrast to the common competitive system.

Palabras clave : chakiñan; co-creation; collaborative design; corporative brand.

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