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