crisis de identidad
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En 1991 el Ayuntamiento de Alcobendas encargó a Alberto Corazón el diseño de suidentidad corporativa. En una época en que el modelo generalizado para abordar estetipo de encargos era la conservación íntegra de códigos heráldicos (redibujando paraponer al día gráficamente castillos, cruces, leones, etc…), Alberto Corazón, en unarriesgado ejercicio, tomó como punto de partida el escudo de la localidad, literalmentelo vació de elementos heráldicos y quedándose con la forma-escudo, creó un símboloalejado de rancias connotaciones pero conservando un nexo con el modelo heráldico derepresentación.
Este símbolo ha sido compañero inseparable en mi trabajo como diseñador del departamentode comunicación del Ayuntamiento. Diariamente me ha demostrado su gran fuerza gráficay su eficacia para comunicar el papel de la institución como suministradora de un amplioabanico de servicios, ofreciendo una imagen moderna, de actualización permanente,activa.
El trabajo y experimentación del día a día con este símbolo me puso sobre la mesa unmaterial, generalmente descartes, que iniciaron el proceso creativo y de investigaciónque ahora presento.
Detrás del ejercicio creativo hay una reflexión sobre la identidad corporativa y de cómoel logo-símbolo, en una identidad abierta, puede ir mas allá de la función identificativa yconvertirse en protagonista de la acción comunicativa. Defiendo el valor de la identidadcorporativa abierta, no constreñida a un rígido manual, donde son mas importantes lascualidades gráficas y significativas que un extenso repertorio de usos normalizados queconvierte en “herejía” todo uso no contemplado en un manual-biblia.
Carlos Arias
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Bajo el aparente juego de intercambios gráficos en el escudo de Alcobendas, Carlos Ariasestá proponiendo una inteligente reflexión sobre el sentido de las “Identidades GráficasCerradas”. Si nuestra relación con el entorno simbólico es una “relación abierta”, ¿no deberíamosrepensar la casuística de espacios de relaciones complejas como son las de una ciudad?.Alcobendas, por su propia historia y su dinámica social, es un excelente escenario paraacoger esta propuesta de Carlos Arias y, a partir de ella, dar forma a una reflexión públicasobre la construcción de “Identidades Abiertas” en los espacios de lo público. Alberto Corazón *Enero 2007
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam augue tellus, placerat atdapibus id, fringilla a odio. Curabitur id eleifend leo. Suspendisse pretium mattis dictum.Phasellus dictum porttitor lorem, quis viverra sem porta eget. Pellentesque vehiculaadipiscing urna a dapibus. Nullam urna risus, blandit et scelerisque quis, pulvinar quismagna. Etiam erat nulla, pellentesque et laoreet vel, dignissim ut risus. In pulvinar, liberoin porttitor interdum, nisl dolor pharetra erat, in molestie metus ante ut risus. Suspendissetortor quam, elementum sodales scelerisque id, consequat a quam. Donec nec lacusodio. Aliquam sodales blandit elit eu sollicitudin. Nam turpis massa, laoreet et rhoncusut, fermentum quis felis. Nam risus nulla, iaculis sed dapibus ut, dignissim quis mi.
Aenean nec libero purus, non malesuada nulla. Pellentesque accumsan nulla vitae sapienbibendum bibendum. Sed ut vestibulum ipsum. Nam in commodo ante. Etiam et pulvinarnisi. Sed placerat congue sagittis. Proin porttitor libero sit amet turpis mollis at tincidunterat dapibus. Curabitur ac enim vel libero aliquam condimentum. Praesent sed lacus acmi scelerisque commodo a id eros. Nulla hendrerit fringilla posuere. Maecenas ac nuncvitae augue rhoncus venenatis.
nisi ante, ultrices vel aliquam id, hendrerit vitae mauris. Morbi fermentum, erat quis tristiquemolestie, ipsum justo tempor felis, id egestas odio ipsum nec nisl. Ignacio García de VinuesaAlcalde de Alcobendas
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