Publication: ¿La identidad visual corporativa de un bufete transmite todos sus intangibles? Un caso práctico: Garrigues
Loading...
Identifiers
Publication date
2008-11
Defense date
Authors
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense, Departamento de Comunicación Audiovisual y Publicidad I
Impact
Export
Abstract
Está fuera de toda duda el valor estratégico que tiene para las empresas una buena identidad visual corporativa. Sin embargo, cabe preguntarse si ésta es válida para sectores profesionales muy específicos, en los que la Comunicación debe tratarse con especial cautela. Uno de estos sectores es el de la abogacía, oficio en el que el secreto profesional es uno de sus pilares y cuya Publicidad está sujeta a un férreo marco legal. ¿La identidad visual corporativa puede transmitir intangibles tan específicos como secreto profesional, ética, especialización, humanismo o áreas tan específicas como fiscalidad? El análisis de la imagen visual corporativa de uno de los bufetes más importantes del mundo (Garrigues) arrojará luz sobre esta cuestión.
It’s beyond question the strategic value of visual corporative identity. However, we must to ask if is valid for very specific professional sectors, in which the Communication must be treat with special caution. One of these sectors is legal profession, trade wich is based on professional secret and whose Publicity is subject to hard limits. Can the corporative identity to transmit very specific intangibles as secret professional, ethic, specialization, humanism or specialities as fiscality? The analysis of the corporative image of one of the most important law firm of the world (Garrigues) will shed light on this topic.
It’s beyond question the strategic value of visual corporative identity. However, we must to ask if is valid for very specific professional sectors, in which the Communication must be treat with special caution. One of these sectors is legal profession, trade wich is based on professional secret and whose Publicity is subject to hard limits. Can the corporative identity to transmit very specific intangibles as secret professional, ethic, specialization, humanism or specialities as fiscality? The analysis of the corporative image of one of the most important law firm of the world (Garrigues) will shed light on this topic.
Description
Keywords
Identidad visual corporativa, Comunicación, Intangibles, Abogacía, Visual corporative identity, Communication, Legal profession
Bibliographic citation
Área Abierta. N. 28 (2008), pp. 225-232