La gráfica como herramienta integradora de la identidadAnálisis del cartel institucional en el Ayuntamiento de Madrid

Abstract

The object of study of the current research has been the institutional poster in the City of Madrid. Specifically, the sample analyzed has been composed of the posters that have been part of the institutional communication between 2016 and 2019, carried out under the government of Ahora Madrid. With two main objectives: on the one hand, to study the iconic and linguistic signs of the posters in order to define whether there is a management of the unitary corporate visual identity and, if so, to find out what the elements that maintain it; on the other hand, to analyze whether the posters convey the values of the Madrid brand. The theoretical foundations and the revision of the state of the matter fall within the framework of graphic design, and more specifically within the public sector, visual communication and identity as a municipal brand. It is thus understood that institutional signage is part of the historical and visual construction of a city. And it therefore helps to position the municipal brand among citizens beyond the political communication that each party can carry out. To this end, the methodology that has been followed to address this study has been the analysis of content, composed of different study variables that synthesize the concepts of style, identity and brand. The results show that, indeed, there is a great construction of identity appropriate to the municipal brand values that were intended to be conveyed, that the professionalization of the design positively results in the quality of the works presented and that the illustration is one of the key elements in driving the value of design in institutional communication. From what is concluded that design is an essential communication tool to build municipal brand.