Graphic identity in university publications for Facebook of the Universidad de las Américas, Puebla

Abstract

In times of pandemic, the lack of closeness between the members of the university communities (directors, professors, students) produced that social networks were this conduit to stay informed and connected, so the objective of this research is to collect the way in which communication was carried out on Facebook of the University of the Americas, Puebla as an example of how the graphic identity is reflected in the diversity of publications made. As part of the methodology, a qualitative research was conducted with the registration of all publications made between October 17, 2020 to 2021 with the identification of identifying signs (Chaves, 2005) and visual elements in a visual style (Aldana, 2021). As part of the results, 11 different styles were found in events, 3 in courses, 5 in aspects related to the institution and in ephemeris practically a different one for each one. It can be concluded that a good categorization of the information to be issued is extremely important because based on this it will be possible to construct the necessary style or styles, as well as it is essential to maintain a graphic but flexible consistency that is not boring but that it is understood who the issuer is.