<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2588-0934</journal-id>
<journal-title><![CDATA[Ñawi: arte diseño comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Ñawi]]></abbrev-journal-title>
<issn>2588-0934</issn>
<publisher>
<publisher-name><![CDATA[Escuela Superior Politécnica del Litoral ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2588-09342025000100189</article-id>
<article-id pub-id-type="doi">10.37785/nw.v9n1.a11</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias tipográficas para reflejar la personalidad de una marca en distintos sectores industriales]]></article-title>
<article-title xml:lang="en"><![CDATA[Typographic Strategies for Reflecting a Brand's Personality Across Different Industrial Sectors]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Quispillo Parra]]></surname>
<given-names><![CDATA[Mercedes Carolina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica Indoamérica  ]]></institution>
<addr-line><![CDATA[Ambato ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>9</volume>
<numero>1</numero>
<fpage>189</fpage>
<lpage>201</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2588-09342025000100189&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2588-09342025000100189&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2588-09342025000100189&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: El objetivo de este artículo es explorar cómo las estrategias tipográficas pueden reflejar la personalidad de una marca en diferentes sectores industriales, mediante una revisión bibliográfica y un análisis cualitativo. La investigación destaca el papel crucial de la tipografía en la creación de una identidad visual sólida y coherente. Se analiza el uso de tipografías en sectores tales como el financiero, tecnológico, alimenticio y de moda, identificando características clave en la elección de tipografías para cada sector. Los resultados muestran que, en el sector financiero, las tipografías sans serif predominan, por su simplicidad y profesionalismo, mientras que en el sector tecnológico se valoran por su modernidad y legibilidad. En el sector alimentario, la tipografía evoca sensaciones: las scripts transmiten frescura y cercanía, mientras que las sans serif generan percepciones de acidez o dulzura, según sus terminales. Y, en el sector de la moda, tanto las fuentes serif como las sans serif buscan transmitir una imagen de elegancia y exclusividad. La investigación concluirá que una gestión tipográfica adecuada, basada en principios técnicos y emocionales, resulta esencial para lograr una identidad visual efectiva y competitiva.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The objective of this article is to explore how typographic strategies can reflect a brand's personality across different industrial sectors through a literature review and qualitative analysis. The research highlights the crucial role of typography in creating a strong and coherent visual identity. It analyzes the use of typefaces in sectors such as finance, technology, food, and fashion, identifying key characteristics in typeface selection for each sector. The findings reveal that in the financial sector, sans serif typefaces dominate due to their simplicity and professionalism, while in the technology sector, they are appreciated for their modernity and readability. In the food sector, typography evokes sensations: script fonts convey freshness and approachability, while sans serif fonts generate perceptions of acidity or sweetness depending on their terminals. In the fashion sector, both serif and sans serif fonts aim to project an image of elegance and exclusivity. The research will conclude that effective typographic management, based on both technical and emotional principles, is essential for achieving a strong and competitive visual identity.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[identidad visual]]></kwd>
<kwd lng="es"><![CDATA[gestión de la tipografía]]></kwd>
<kwd lng="es"><![CDATA[percepción de marca]]></kwd>
<kwd lng="es"><![CDATA[tipografía corporativa]]></kwd>
<kwd lng="es"><![CDATA[tipografía sectorial]]></kwd>
<kwd lng="en"><![CDATA[visual identity]]></kwd>
<kwd lng="en"><![CDATA[typography management]]></kwd>
<kwd lng="en"><![CDATA[brand perception]]></kwd>
<kwd lng="en"><![CDATA[corporate typography]]></kwd>
<kwd lng="en"><![CDATA[sector-specific typography]]></kwd>
</kwd-group>
</article-meta>
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