{"id":31854,"date":"2015-10-16T15:53:06","date_gmt":"2015-10-16T14:53:06","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31854"},"modified":"2019-06-26T08:31:55","modified_gmt":"2019-06-26T07:31:55","slug":"the-guardian-unveil-brand-guidelines","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/es\/business-marketing\/the-guardian-unveil-brand-guidelines\/","title":{"rendered":"The Guardian desvela sus directrices de marca"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>En un intento por consolidar su \"ADN de marca\", The Guardian ha desvelado sus directrices oficiales para garantizar una evoluci\u00f3n constante en lugar de una revoluci\u00f3n.<\/em><\/h3>\n<p>Al igual que el antiguo dise\u00f1ador de Facebook Ben Barry, Alex Breuer y Chris Clarke se enfrentaron a un gran reto al ser nombrados directores creativos de The Guardian. El objetivo era aunar la mir\u00edada de estilos, colores y patrones diferentes que conforman la marca The Guardian en general.<\/p>\n<figure id=\"attachment_31856\" aria-describedby=\"caption-attachment-31856\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31856\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.30.41-copy.jpg\" alt=\"Marca Guardi\u00e1n\" width=\"600\" height=\"361\" \/><figcaption id=\"caption-attachment-31856\" class=\"wp-caption-text\">Imagen <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Esta tarea requiri\u00f3 que la pareja trabajara con su equipo para idear una estrategia que permitiera una f\u00e1cil comprensi\u00f3n de la marca en toda la empresa, con los valores de cada departamento y de toda la empresa f\u00e1cilmente comprensibles para los lectores. El primer punto del orden del d\u00eda fue la tipograf\u00eda, que se compar\u00f3 con la letra de un ser humano. Es el primer punto de contacto con el lector y tiene que ser reconocible al instante. El tipo de letra se ha fijado ahora con una selecci\u00f3n de 8 varios y una gu\u00eda para recomendar cu\u00e1ndo deben utilizarse.<\/p>\n<figure id=\"attachment_31855\" aria-describedby=\"caption-attachment-31855\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31855\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.27.59.png\" alt=\"Colores de la marca Guardian\" width=\"600\" height=\"601\" \/><figcaption id=\"caption-attachment-31855\" class=\"wp-caption-text\">Imagen <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>El siguiente elemento crucial de la marca que evaluaron los nuevos directores creativos fue el color. Los colores dan pistas a los lectores y permiten una navegaci\u00f3n armoniosa a trav\u00e9s del peri\u00f3dico; hablando de armon\u00eda, los colores utilizados deben ir siempre juntos y evitar el choque; esto facilitar\u00e1 el viaje a trav\u00e9s del peri\u00f3dico y har\u00e1 que las se\u00f1ales sean convenientes para sugerir el tipo de art\u00edculo.<\/p>\n<figure id=\"attachment_31857\" aria-describedby=\"caption-attachment-31857\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31857\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.33.10.png\" alt=\"Se\u00f1alizaci\u00f3n de la marca Guardian\" width=\"600\" height=\"783\" \/><figcaption id=\"caption-attachment-31857\" class=\"wp-caption-text\">Imagen <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>El resultado es un vasto paisaje de identidad, complejo pero en perfecto funcionamiento. M\u00e1s que una cabecera, hay un sentido de pertenencia a cada elemento y funcionan como engranajes para mover la marca como una sola, esto se reconoce desde el m\u00e1s peque\u00f1o favicon de su logotipo \"roundel\" hasta la teor\u00eda del color detr\u00e1s del contenido de las diferentes secciones. Alex y Chris no han terminado aqu\u00ed; ahora la marca puede seguir evolucionando con un marco claro y un sentido de la direcci\u00f3n que permita la articulaci\u00f3n y la expresi\u00f3n con unos cimientos s\u00f3lidos y un espacio claro para el crecimiento.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31854","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Guardian Unveil Brand Guidelines | Solopress<\/title>\n<meta name=\"description\" content=\"In 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