Resumo

BERGESIO, Liliana  e  SCALONE, Lucía. Brand Viva Jujuy! Representations and graphic identity of a touristy  province. Cuad. Fac. Humanid. Cienc. Soc., Univ. Nac. Jujuy [online]. 2016, n.49, pp.127-144. ISSN 1668-8104.

The brand Viva Jujuy! currently represents graphically to the province of Jujuy (northwestern Argentina) and it is used by the Ministry of Tourism and Culture of the Province in all its appearances in the mass media. Its origin refers to a launching for a competition by the same Secretary as a fundamental step for the installation of its touristy destinations in the context of the application of the region of the Quebrada de Humahuaca as a World Heritage Site to the United Nations Educational, Scientific and Cultural Organization (UNESCO).             This paper will describe the process by which this isologotype was selected to carry out a technical/formal analysis that allows the understanding of the brand in its complexity as a cultural product. Complementarily, we analyze representations and imaginary that different social actors build around the graphic identity of the province. To achieve this, semi-structured surveys were conducted among tourists and residents of Jujuy seeking to cover different ages, sex groups, levels of instruction, places of residence and relationship link with tourism, in order to recognize what the identifying the identifying features that different sectors provincial, national and international stand to Jujuy

Palavras-chave : Representations; Graphic identity; Society; Jujuy; Tourism.