Diseño de identidad corporativa para la agrupación Mawkas, basado en la Cultura Saraguro

Abstract

The culture and tradition of the Andean and indigenous peoples , are reflected in different expressions and cultural characteristics of each group, such as dress, language , religion , expressing the identity of each individual, the music is another factor that distinguishes each people for their unique sound , instruments and objects that are used to generate a melody that appeals to the human ear , becoming a typical reflection by using elements that are found in place of settlement and geographic location. The flutes, charango , crawlers or drums, are some of the instruments that songs and melodies that express the same sentiment, love , melancholy and other situations of daily life are created. This research work seeks to analyze the elements that identify a culture, to interpret and to apply them in different design processes. As music is a large element of cultural expression , shown by its inhabitants, requires an image to expand their ideology and mindset towards a target audience, but without losing the plot and cultural expression of indigenous peoples