Resumen

GARZA-GORDOA, Marien. Visual image of the symbol of the National Institute of Perinatology Isidro Espinosa de los Reyes. Perinatol. Reprod. Hum. [online]. 2012, vol.26, n.2, pp.133-137. ISSN 2524-1710.

A descriptive essay presented about the existing link between Public Image and the emblem of the Instituto Nacional de Perinatología Isidro Espinosa de los Reyes (INPer) across the analysis of the visual image of the logotype/image type of the ''Princesa 3 Pedernal Sepiente Emplumada''. The purpose is to revitalize the ethno-historic and iconographic review done by Moses Morales-Suarez in 1996, as well as the meaning and validation that Dr. Jurado gave to the use of this image of the Codex mixteco Nuttall, as part of the Institute. We have a multi-chromatic logo that respects its balance, equilibrium and initial harmony. Color analysis, shows the predominance of orange, green and red, that represent the energy, the will power and the sexuality, respectively. The denoting message is constituted by the typography in dark black tone that shows elegance, sobriety and seriousness. The connotative message is the study of the meaning of the image, which not only remains in proto-graphemes, but really shows pictograms and ideograms, that were looking for the expression of the daily life and the thought of our ancestors across a pictographic, ideographical and phonetic structure with logical sequence. In conclusion it is of great importance that our logo is endorsed by a Visual Corporate Identity Manual, since nowadays we lack limits for a correct reproduction of the graphical institutional identity.

Palabras llave : Visual image; symbol; meaning; logo of Instituto Nacional de Perinatología.

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