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Author: search.filters.author.Miguel SánchezLanguage: search.filters.language.Spanish

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    Rebranding as a Strategy to Avoid Racism in Representing Corporate Identity: From "Negrita" to "Umsha"
    (Scientific Association Icono14, 2023-01-01)
    Activism against the social gaps and systemic as well as structural racism during the last years of the 20th century has led to erroneous representations of minority ethnic groups in Peru being revised within the context of advertising and in every other social sphere. Consequently, brands, regardless of their trajectory, have opted to apply strategies such as rebranding. These strategies enable them to reconsider their identity and perfectly fit within the contemporary market context. The objective of this study was to perform a phenomenological study that helps understand the application of "Negrita" rebranding, a Peruvian brand that belongs to the Alicorp Corporation, which has 60 years in the market, to "Umsha" to make apparent their commitment to diversity and opposition to racism. The analysis was addressed from the perspective of Afro-Peruvian activists' parents to demonstrate structural racism underneath the use of rooted stereotypes in Peruvian advertising. It was concluded that the "Negrita" case, by banishing the elements from its previous image, met the demands for change regarding anachronistic archetypes with which Afro-Peruvians are represented. Ultimately, this change was positive despite the brand assets that would be left aside.
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    Los «inicios» del diseño gráfico peruano: entre la tradición extranjera y la persistencia de lo local
    (Pontificia Universidad Católica del Perú, 2025-12-10)
    Official Peruvian historiography has consistently pointed to the late 1950s as the early years of professional graphic design in Peru. Characterized by the commercial expansion of the country’s major economies, the decade also saw the arrival of foreign graphic artists in Lima and the emergence of educational institutions linked to the teaching of the discipline. Thus, approaches to these “early years” have primarily prioritized the “modernizing” narrative of foreign influence as part of its consolidation as a professional practice and have overlooked other traditions such as pre-Columbian influence or the predecessor work of great artists such as Elena Izcue and Julia Codesido. Undoubtedly, the presence of advertising agencies in the mid-20th century and the arrival in Peru of designers, mainly from Switzerland, contributed to the professional development of a first generation of Peruvian graphic designers, who not only developed graphic visuals for companies and brands, but also incorporated new references and techniques into their practice. Based on five interviews with some representatives of this “first generation,” this article explores the importance of foreign tradition for the development of professional practice and also analyzes the presence of pre-Columbian influence in their work. The text concludes that most of the interviewees highlight foreign influence —specifically from the Swiss tradition—as the starting point for professional practice in Peru; however, they also note the importance of pre-Columbian tradition, which is mainly utilitarian for their work.
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