Resumo

YANES GARCIA, María  e  MORALES OKATA, Mariela. Proposal of a visual identity brand for satisfactory aging. Medisur [online]. 2016, vol.14, n.6, pp.711-716. ISSN 1727-897X.

Population aging constitutes a social problem worldwide. The Cuban state has drawn guidelines in the economical and social policies to provide a comprehensive attention to health problems of aged population. In Cuba, youth and childhood have emblems and symbols which identify their social groups, differently to what occurs with old age. There is, then, a need of a corporate brand which allows projecting a positive image of the aging process as active and satisfactory. In this article it is described the creative process of the brand GFH (Grandparents for Hope), throughout the foundation of the selection of the symbols and colours used. The brand strengthens the positive image of the aging process. Its usage in actions of health promotion generates feelings of internal solidarity, of pertaining and identification with the ideals of a group.

Palavras-chave : aged; registered trademarks; health of the elderly; social identification; health promotion.

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