Methodology for creating graphic marks based on cultural iconography. An application to Quito as World Heritage Site (Ecuador)

Abstract

[EN] Destination brand management has been widely explored in the scientific literature; however, the development of graphic brands for heritage destinations¿grounded in cultural interpretation and visual symbolism¿has received limited scholarly attention. This article proposes a protocol for constructing an identitary graphic brand tailored to UNESCO World Heritage Sites, using local cultural iconography as a key resource for communicating site identity. To achieve this, a mixedmethods approach was implemented, structured in three sequential phases. The first involved a systematic review of specialized literature in history, archaeology, and archaeoastronomy, complemented by the collection of documentary data related to the heritage site. In the second phase, fieldwork was conducted using an observational technique applied to a random sample of 150 organizations from three strategic sectors in Quito: cultural centers, tourism operators, and commercial establishments. This allowed for the identification of iconographic elements within their visual identities. The third phase consisted of in-depth interviews with organizational leaders, aimed at exploring their perceptions, branding strategies, and the symbolic use of cultural references. Findings demonstrate a strong appreciation for cultural iconography among key stakeholders, yet reveal a limited integration of these elements into institutional and commercial communication strategies. This gap highlights the need for more culturally informed branding practices. The results also offer insights into how design decisions are made in heritage contexts and the extent to which they reflect authentic local identity. This interdisciplinary framework offers a transferable model for other heritage destinations seeking to enhance their visibility and cultural relevance through meaningful and context-specific graphic branding.