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Branding de destinos turísticos europeos
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Journal Article
Branding de destinos turísticos europeos
2025
Overview
Esta investigación analiza el diseño de las marcas gráficas de 50 regiones europeas para detectar patrones y estrategias comunes en su construcción. A través de un análisis de contenido se evaluaron cuatro dimensiones —general, tipográfica, iconográfica y cromática—, con 18 variables y 72 valores. Los resultados muestran gran heterogeneidad en los recursos gráficos empleados, aunque se aprecian tendencias recurrentes como el predominio de logotipos frente a otras tipologías, el uso de estrategias de identificación heráldicas para reforzar identidad, la preferencia por isotipos figurativos y tipografías sin serifa, así como gamas cromáticas que equilibran tonos fríos y cálidos.
Publisher
Universitat Autònoma de Barcelona
Subject
