Design Tools and Processes Prior to the Creation of a Brand (Spanish version)

Abstract

The aim of this article is to point out the relevance of the processes and tools prior to the design phase in the creation of a brand. To do so, we have broken down all the phases prior to the development of the visual identity, explaining the function and purpose of each of them, see: the concept map (or mindmap), the visual map (or moodboard) and the concept book. Our purpose is to emphasise the order of these, their hierarchical and cultural power and their importance in the construction of a brand’s identity.

English version: https://nawi.espol.edu.ec/index.php/nawi/article/view/1215/1178