Corporate Design and Communications Corporate Identity Design ...

Category:
Corporate Design and
Communications
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
Project:
Corporate Identity Design Guidelines for the National
Tourist Information Offices
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.
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

Información turística
Tourist information
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.
Touristic activities_Land
Avistamiento de aves Cabalgata Canopy - Tirolesa Caza
Ciclismo
Rappel
Golf
Montañismo
Motociclismo
Deportes en generel
Actividades turísticas_Agua
Equitación - Hípica Escalamiento Esquí
Excursión - Trekking
Rodeo
Mountain bike
Paleontología
Snowboard
Buceo Canoísmo - Remo
Esquí acuático
Surf
Observación de fauna marina Windsurf Natación
Rafting Parapente - Deportes
aeronáuticos
Náutica con motor Náutica sin motor
Pesca recreativa
Servicios turísticos
Alojamiento
Estancia - Hacienda Centro de convenciones
Alimentación - Restaurant
Picnic Lodge
Centro de esquí
Servicios de transporte
1 2
- Estación de trenes Transbordador
Estacionamiento de bicicletas Plaza peaje
Rol Rol Terminal de buses Terminal de cruceros Teleférico Andarivel
Túnel
Servicios complementarios
Agua potable
Correo Correo electrónico - Web Wi-fi
Hospital - Primeros auxilios Información turística
Mecanica
Precio
Servicios higiénicos
Galería de arte
Información complementaria
Estación de servicio
Hospedaje rural
Contact:
name: José Manuel Allard
company/organisation: Department of
Typographic Studies, Design School,
Pontificia Universidad Católica de Chile
e-mail: jallard@uc.cl
website: www.det.cl
Hotel
Refugio
Aeropuerto
Cabañas
Banco - Cambio Basurero
Bomberos Cajero automático
Carabineros
Accesibilidad asistida Accesibilidad autónoma Clima
Extintor
Horario
Iglesia
Petroglifos Pueblo o arquitectura
interesante
Mina
Teatro
Mirador
Tren temático
Viñedos
No fumar
Camping
Aeródromo - Cancha de aterrizaje Embarcadero
Primeros auxilios
Atractivos turísticos_Culturales
Ascensor Casino Centro comercial Degustación de vinos Etnoturismo Estadio Feria - Mercado Folklore - Cultura tradicional Observatorio astronómico
Palafito
Galería de arte
Área de protección del Consejo de Monumentos Nacionales Área de protección CONAF Medio Ambiente
Artesanía
Cementerio
Teléfono público
Mirador fotográfico Moai
Museo -Centro cultural
Zoológico
Atractivos turísticos_Naturales
Cascada Dunas Fauna
Flora
Flora y fauna
Geología -
Géiser
Glaciar
Formación geológica
Humedal Lago o laguna Montaña - cerro
Parque nacional
Parque o plaza Playa
Río
Salar
Volcán
Tranque - represa
Arqueología -
Centro arqueológico
Monumento
histórico
Monumento
público
Zona típica o pintoresca
Acantilado
Patrimonio de la humanidad Sitio Ramsar
Caverna
Fuerte
Granja educativa -
Turismo rural
Termas
Parque marino -
Monumento nacional -
Reserva marina - Área marina Reserva nacional -
costera protegida
Reserva de regiones vírgenes -
Santuario de la naturaleza -
Reserva de la biósfera
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.