Diseño de tipografía vernacular basada en la interpretación de rótulos comerciales y tradicionales de Guayaquil

Abstract

CONDITION FOR PUBLICATION OF PROJECT. Popular graphics and traditional signage have been part of the urban landscape and cultural identity for decades. However, with the expansion of digital media and the standardization of graphic resources, these expressions have been disappearing. The aim of the project is to create a digital typographic proposal inspired by commercial and traditional signs in the city that transfers the features of manual signage to a digital typographic system without losing its cultural essence, justifying the importance of preserving collective visual memory and contributing to modern graphic design. The development was carried out using a qualitative exploratory and interpretive methodology, with a literature review, case study analysis, field observation, and interviews with experts. It began with hand-drawn sketches that were later digitized with Adobe Illustrator and transformed into an editable font in .ttf and .otf formats, following parameters of legibility and visual consistency. The results showed that the proposal, called Vibra, managed to preserve distinctive features of popular graphics such as irregular strokes and expressive counterforms, which in turn ensured technical functionality in digital environments, concluding that the Vibra typeface is a cultural and communicational resource, applicable in creative projects. Keywords: Digital typography, graphic identity, cultural patrimony, traditional lettering.