Corporate Design and Communications Corporate Identity Design
Transcripción
Corporate Design and Communications Corporate Identity Design
Category: Project: What was the challenge? The main challenge of the project was to generate a recognizable identity for the National Tourist Information Offices, adjusting them to visitor’s needs and expectations. Up to this point, the different information offices that exist throughout the country did not have a clear and unifying identity that was easily recognized as an official tourism information point. On another hand, before the redesign took place, the office’s staff sat behind their workstation and waited for tourists to approach them and take a seat across the desk. According to the initial research, the experience did not reflect on key aspects of tourism and travelling, like the need to “discover” and be “surprised”. Visitors could not make a good use of waiting times since there was no information available for them to browse meanwhile they were attended. Another part of the challenge was that most of these offices once a year received large amounts of brochures and graphic material. Most of the offices had very little storage space so in most cases they were cluttered with boxes and improvised storage bins. Corporate Design and Communications Corporate Identity Design Guidelines for the National Tourist Information Offices What was the solution? The solution consisted on turning the different elements in the office in supports for travel information. The furniture and graphic design for the new office allows visitors to find information according to their needs and interest, either by themselves or seeking help from the informers. The main information elements that were designed as part of the project are giant wall maps that represent the country, the greater region where the office is located and a city map. A new central table is printed with curious facts about Chile and its Touristic activities_Land Avistamiento de aves Cabalgata Canopy - Tirolesa Caza Ciclismo Rappel Golf Montañismo Motociclismo Deportes en generel Equitación - Hípica Escalamiento Esquí Excursión - Trekking Rodeo Mountain bike Paleontología Snowboard Canoísmo - Remo Esquí acuático Surf Observación de fauna marina Windsurf Natación Rafting Parapente - Deportes aeronáuticos Hotel Refugio Hospedaje rural Cabañas Camping Aeródromo - Cancha de aterrizaje Embarcadero Actividades turísticas_Agua Buceo Servicios turísticos Náutica con motor Náutica sin motor Pesca recreativa Alojamiento Servicios de transporte Estancia - Hacienda Centro de convenciones Alimentación - Restaurant Picnic Lodge Centro de esquí Estación de trenes Estacionamiento de bicicletas Plaza peaje Rol 1 Rol 2 Terminal de buses Agua potable Estación de servicio Banco - Cambio Basurero Bomberos Cajero automático Correo electrónico - Web Wi-fi Hospital - Primeros auxilios Información turística Mecanica Precio Aeropuerto Terminal de cruceros Teleférico - Andarivel Transbordador Servicios complementarios Túnel Correo Cementerio Primeros auxilios Teléfono público Atractivos turísticos_Culturales Información complementaria Información turística Tourist information Carabineros Servicios higiénicos Accesibilidad asistida Accesibilidad autónoma Clima Extintor Ascensor Casino Centro comercial Degustación de vinos Etnoturismo Galería de arte Galería de arte Iglesia Mina Mirador No fumar Artesanía Fuerte Estadio Feria - Mercado Folklore - Cultura tradicional Observatorio astronómico Mirador fotográfico Moai Museo -Centro cultural Zoológico Horario Atractivos turísticos_Naturales Palafito Petroglifos Pueblo o arquitectura interesante Teatro Tren temático Viñedos Acantilado Caverna Granja educativa Turismo rural Cascada Dunas Fauna Flora Flora y fauna Geología Formación geológica Géiser Glaciar Termas Humedal Lago o laguna Montaña - cerro Parque nacional Parque o plaza Playa Río Salar Volcán Parque marino Reserva marina - Área marina Monumento nacional - Área de protección del Consejo de Monumentos Nacionales Tranque - represa Arqueología - Monumento Centro arqueológico histórico Área de protección CONAF Medio Ambiente Monumento público Zona típica o pintoresca Patrimonio de la humanidad Sitio Ramsar costera protegida Reserva nacional Reserva de regiones vírgenes Santuario de la naturaleza Reserva de la biósfera main tourism destinations. Every furniture element designed for the office also serves as storage points for printed material, reducing the clutter and problems identified in the diagnose stage of the project. Another part of the solution was the development of a graphic standards manual for printed information that regulates brochures and maps provided by the National Tourism Service. The new brochures are exhibited in the office, reinforcing the office’s graphic identity. What was the effect? The main effect of the redesign of the tourist information offices is the complete renewal of the way the service is provided. The new design allows the staff to move around the office and to approach visitors. The information delivery is dynamic and horizontal, since most of the process occurs as the informer shows the tourist the different travel and tourism options on the wall maps. Only at the end of the experience, the informer leads the tourist back to his workstation to hand out the different brochures and printed information he requires. Another important effect of the project is the construction of a consistent corporate identity for the official tourist information offices throughout the country, which is clearly recognized by national and international visitors. Contact: name: José Manuel Allard company/organisation: Department of Typographic Studies, Design School, Pontificia Universidad Católica de Chile e-mail: [email protected] website: www.det.cl