Esta presentación corresponde a la Conferencia prensentada en Belo Horizonte, Brasil en el 4th International Forum of Design as a Process

1. Perceiving a
company´s identity
as an individual
personality

2. Thank you…
UNIVERSIDAD
IBEROAMERICANA
México City
4th INTERNATIONAL FORUM
OF DESIGN AS A PROCESS
Brazil

3. Nora Karina Aguilar Rendón
José Luis Hernández Azpeitia
September, 2012

4. (Chaves, 1998)

5. (Balmer, 2002)

6. Human sciences focus allows
the designer to create an
analytic framework for visual
identity design with a system
point of view

7. What does
identity
mean?
www.norakarina.com

8. From the perspective
of Sociology, identity is defined
as the sum of individuals,
related to other individuals
and groups.
(Berger & Luckann, 1988)

9. social
identity
(Jenkins, 1988)
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10. www.norakarina.com
actions
daily

11. Social identity is constructed
by colective identity

12. Organizational identity
refers broadly to what
members perceive,
feel and think about
their organizations.
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(Hatch & Schultz, 1997)

13. www.norakarina.com

14. Challenge:
to be homogeneous
vs
to be different
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17. www.norakarina.com

19. www.norakarina.com

20. www.norakarina.com

21. From Neuropsychology
point of view the perception
of a company is similar to
that of an individual.

22. Peoples brain envolved to
interact with people. Mirror
neurons have the ability to
construct hypotheses about
other individuals thoughts and
feelings in a constant manner.

23. personality
(Watkins, 1976)
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24. dramaturgic
model
(Goffman, 1979)
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25. narrative
of the “self”
(Mead, Giddens, Gaunttlett)
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26. www.norakarina.com

28. habitus

29. www.norakarina.com
graphic
lawyer?

30. vision
mision
brief
…

31. www.norakarina.com
memento

33. www.norakarina.com

36. www.norakarina.com

37. www.norakarina.com

40. www.norakarina.com
scenarios

41. www.norakarina.com

42. www.norakarina.com

43. functional
motivation
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44. www.norakarina.com

45. www.norakarina.com

46. www.norakarina.com

47. www.norakarina.com

50. Design of
a visual
Identity
system
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51. origen
(Giddens, 1994)
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53. international
laws
(Giddens, 1994)
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55. cohesion
& belonging
(Giddens, 1994)
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56. image
can balance
identity
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57. bibliography
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Berger, P. L., & Luckmann, T. (1988). La construcción social de la realidad. Buenos
Aires: Amorrortu.
Capra, F. (1998). La Trama de la vida: una nueva perspectiva de los sistemas vivos.
Barcelona: Anagrama.
Capra, F. (2003). Las conexiones profundas: implicaciones sociales, medioambientales,
económicas y biológicas de una nueva visión del mundo. Barcelona: Anagrama.
Chaves, N. (1988). La Imagen Corporativa. España: Gustavo Gili.
Cuché, D. (1999). La noción de cultura en las ciencias sociales. Buenos Aires: Claves.
Damasio, H., Grabowski, T., Frank, R., Galaburda, A., & Damasio, A. (1994, Mayo 20).
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patient. Science(264), 1102-5.
De Martino, B., Kumaran, D., Seymour, B., & Dolan, R. J. (2006). Frames, Biases, and
Rational Decision-Making in the Human Brain. Science, 684-687.
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Gallese, V., Eagle, M., & Mignione, P. (2006). International attunement: Mirror neurons
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Psychoanalytic Association, 55(1), 131-176.
Gauntlett, D. (2007). Creative Explorations. New York: Routledge .
Giddens, A. (1994). Modernidad e identidad del yo. (J. L. Gil Aristu, Trans.) Barcelona:
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Giddens, A. (1998). La constitución de la sociedad, bases para la teoría de la
estructuración. Buenos Aires: Amorrortu Editores.
Giddens, A. (2001). Sociología. Madrid: Alianza.
Gilovich, T., Griffin, D., & Kahneman, D. (Eds.). (2002). Heuristics and Biases: The
Psychology of Intuitive Judgment. New York: Cambridge Univ. Press.
Goffman, E. (1974). Frame Analysis: An Essay on the Organization of Experience. New
York: Harper & Row.
Goffman, E. (1979). Relaciones en público. Madrid: Alianza Editorial.
Jenkins, R. (1996). Theorising social identity. In Social Identity (pp. 19-28). Londres:
Routledge.
Maffesoli, M. (2003). Tribalismo posmoderno. De la identidad a las identificaciones. In A.
Chichu, Sociología de la identidad (pp. 223-242). Mexico: Universidad Autónoma
Metropolitana.
Slovic, P., Finucane, M., Perers, E., & MacGregor, D. (2002). Heuristics and Biases: The
Psychology of Intuitive Judgment. In T. Gilovich, D. Griffin, & D. Kahneman
(Eds.). New York: Cambridge Univ. Press.
Watkins, J. W. (1976). La filosofía de la explicación social "Tipos ideales y expliacación
histórica". Mexico: Fondo de Cultura Económica.

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