Ecoturismo - fido.palermo.edufido.palermo.edu/servicios_dyc/blog/docentes/... ·...
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Manual de Identidad SUBMARCA Andrea Hernández Flórez Ecoturismo
Transcript of Ecoturismo - fido.palermo.edufido.palermo.edu/servicios_dyc/blog/docentes/... ·...
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M a n u a l d e I d e n t i d a dS U B M A R C A
Andrea Hernández Flórez
E c o t u r i s m o
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��bv;ोo����ol�mb1-1bॕm���Ѵঞl;7b-Ѵ�7u-Ĺ;|�Docente: Pablo Barilari
Andrea Hernández FlórezJulio 2016
E c o t u r i s m o
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Índice1. Proceso de diseño
�-uঞ7o�1om1;r|�-Ѵ�-uঞ7o�]uC1o
�-u1-�1oѴou�-u1-�0Ѵ-m1o���m;]uo�-u1-�;m�;v1-Ѵ-�7;�]ubv;v
�-u1-�vo0u;�=om7o�m;]uo�-u1-�vo0u;�=om7o�]ubvMarca sobre fondo de coloresŊ(;uvbom;v�ruo_b0b7-vŊ(;uvbom;v�-�|oub�-7-v
�-u1-��omo1uol-�-u1-��omo1uol-�=om7o�m;]uo�-Ѵ;|-�1uolঞ1-!;7�11bom;v
�;]-ঞ�o�;m�0Ѵ-m1o���m;]uo�;]-ঞ�o�vo0u;�1oѴou;v�bmvঞ|�1bom-Ѵ;v
Posición y proporciónŊ(-ub-0Ѵ;�_oub�om|-ѴŊ(-ub-0Ѵ;��;uঞ1-Ѵ&vo�bvoѲo]oࢼroŊ(;uvbom;v�ruo_b0b7-vŊ(;uvbom;v�-�|oub�-7-vOtras variablesŊ"�0l-u1-v�ruor�;v|-v
2. Originales
ƒĺ��uol-vঞvlo
Ɠĺ��m�;uvbom;v
5. Variables
ѵĺ��oul-ঞ�-1bॕm�
ƕĺ�$bro]u-ࣱ-
Ѷĺ��lrѴ;l;m|-1bॕm�]uC1-
�ubѲѲ-�1omv|u�1ࢼ�-�bvoࢼro�Ŋ b]�u-�1;m|u-ѴŊ b]�u-�v;1�m7-ub-Ŋ b]�u-�|;u1b-ub-
�ubѴѴ-�moul-ঞ�-u;-�7;�ruo|;11bॕmܬNormalización modularŊ�ubl;u-��-ub-0Ѵ;Ŋ";]�m7-��-ub-0Ѵ;
�Ѵ=-0;|o�rubl-ubo�Ѵ=-0;|o�v;1�m7-ubo�o7bC1-1bom;v
$-uf;|-�bmvঞ|�1bom-Ѵ$-uf;|-�r;uvom-Ѵ"o0u;�-l;ub1-mo�-r;Ѵ�1-u|-�rubl;u-�_of-�-r;Ѵ�1-u|-�v;]�m7-�_of-"o0u;�0oѴv-�-Ɠ�-ur;|-�Ő;�|;ubouő�-ur;|-�Őbm|;ubouő
�oѴo=ॕm9. Otros
Əѵ�Əƕ�
ƏƖ�ƐƏ�ƐƐ�
Ɛƒ�ƐƓ�
15Ɛƕ�
19202122
ƑƓ25
272728
2930
31
ƒƒ�ƒƓ3536
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Procesode diseño
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PartidoConceptual �7;mঞ7-7
6
�ov|;ubou� -Ѵ� 7;v-uuoѴѴo� 7;� Ѵ-� l-u1-� rubm1br-Ѵ� 7;� 1b�7-7� 7;���-Ѵ;]�-�1_িķ� �� |;mb;m7o� ;m� 1�;m|-� |o7o;Ѵ� ruo1;vo� 7;�7bv;ोoķ� bm7-]-1bॕm� �� 1u;-1bॕm� 7;� �-|v িѴঞl-ķ� v;� -0v|u-;m�|-l0bm�;l;u];m|;v�1-u-|;uझvঞ1ov�7;��m-�r-u|;�;v;m1b-Ѵ�7;�Ѵ-�1b�7-7ĺ���rom;m|;�l�bloķ�-7;lv�7;Ѵ�1-um-�-Ѵķ���-Ѵ;]�-�-1_ি�o=u;1;�bmCmb|-v�rovb0bѴb7-7;v�u;Ѵ-1bom-7-v�-Ѵ��1o|�ubvloĺ�
�vझ�1olo�;Ѵ�bvoঞro�7;�Ѵ-�l-u1-�rubm1br-Ѵ�;m��;Ѵ�;�1om1;r|ov���;m�v��lou=oѴo]झ-�0�v1-�r-=;1;uv;�-��m-�You�ruorb-�7;Ѵ�l;7bo�-l0b;m|;� 7;� Ѵ-� 1b�7-7ķ� ;Ѵ� bvoঞro� 7;� Ѵ-� v�0l-u1-� u;Y;f-� Ѵ-�7b�;uvb7-7�7;�u0oѴ;v�;m�];m;u-Ѵķ�_-ѴѴ-7ov�;m�|o7o�;Ѵ�|;uub|oubo���-Ѵ;]�-�1_�;mv;
�ov�1om1;r|ov�rubm1br-Ѵ;v�t�;�l�;v|u-�Ѵ-�v�0l-u1-�vomĹ��-|�-u-Ѵ;�-ķ�7b�;uvb7-7ķ�=-lbѴb-uķ���|u-mt�bѴb7-7ĺ��Ѵ�b]�-Ѵ�t�;�Ѵ-�l-u1-�rubm1br-Ѵ� vb]�;� lov|u-m7o� -Ѵ]�mov� 1om1;r|ov� v;1�m7-ubov�|-Ѵ;v�1oloĹ��mbॕm���1;u1-mझ-ĺ�&ঞѴb�-�C]�u-v���lou=oѴo]झ-v�v�-�;vķ�=oul-v�v;lb];ol|ub1-v�t�;�m-1;m�7;�Ѵ-�-0v|u-11bॕm�7;�;Ѵ;l;m|ov�7;�Ѵ-�u;-Ѵb7-7�Ő_of-v��u0oѴ;vĺ;|1őĸ�u;7om7-vķ�1�u�-v�t�;�;�ru;v;m�Ѵ-�|u-mt�bѴb7-7��7;�Ѵ-�m-|�u-Ѵ;�-ĺ
bm-Ѵl;m|;ķ�-�mb�;Ѵ�ঞro]uC1oķ� 1omঞmি-�1om�;Ѵ�lbvlo�7;� Ѵ-�l-u1-�rubm1br-Ѵ�r-|-�u;Y;f-u�;Ѵ�1om1;r|o�7;�1�Ѵ|�u-Ѵķ�lov|u-m-7o�_bv|oub-�r;uo�-�v���;��lo7;umb7-7ĺ��m�1�-m|o�-�Ѵ-�r-Ѵ;|-�7;�1oѴou;vķ�v;�0�v1-�t�;�v|-�;v|�;m=o1-7-�voѴ-l;m|;�;m�7;v|--1-u�Ѵo�m-|�u-Ѵ���v;��ঞѴb�-��m-��-ub;7-7�7;�|om-Ѵb7-7;v�7;��;u7;ĺ
C i u d a d d e t o d o s E c o t u r i s m o
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PartidoGráficoExpresión
7
�Ѵ� b]�-Ѵ� t�;� Ѵ-� l-u1-� rubm1br-Ѵ� �� r-u-� 1omv;u�-u� -ulomझ-� ��vbv|;l-ķ� Ѵ-� v�0l-u1-� ;v|� 1om=oul-7o� rou� =oul-v� ;Ѵझrঞ1-v�buu;]�Ѵ-u;v�t�;�v;�ou7;m-m���7bv|ub0��;m�;m�=oul-�u-7b-Ѵ�r-u-�=oul-u�;Ѵ�bvoঞroĺ��ov�rѴ-mov�v;r-u-7ov�rou��m�;vr-1bo�u;]�Ѵ-u�];m;u-m�7b�;uvb7-7�7;�rѴ;mov�Ѵov�1�-Ѵ;v�7-m�Ѵ-�b7;-�7;�|u-mv-r-u;m1b-v��� -lrѴझ-m� Ѵ-� r-Ѵ;|-� 7;� 1oѴou;vķ� ;m� ;v|;� 1-voķ� �m-�-lrѴb-�l�;v|u-�7;�|om-Ѵb7-7;v��;u7;vĺ
�-�b7;-�7;�t�;�Ѵ-�l-u1-�rubm1br-Ѵ�rov;-�7b�;uvb7-7�7;�|omovķ�lb;m|u-v� t�;� Ѵ-� v�0l-u1-� o=u;�1-� �m-� lbvl-� ]-l-7;� �mo�vॕѴoķ�u;=�;u�-�Ѵ-�7b=;u;m1b�-bॕm�;m|u;�-l0-v���;v�;m|om1;v��m-��-ub-0Ѵ;�mo|oub-ĺ�
�o� o0v|-m|;ķ� �� 1olo��-� v;� _-�l;m1bom-7oķ� Ѵ-v� 1omv|-m|;v�|-Ѵ;v� 1olo� ;Ѵ� �vo� 7;� Ѵ-v� lou=oѴo]झ-v� buu;]�Ѵ-u;vķ� Ѵ-� lbvl-�;Ѵ;11bॕm�ঞro]u-ࣱ-���Ѵ-�7b�bvbॕm�7;�Ѵov�rѴ-movķ�vom�-t�;ѴѴ-v�t�;�Ѵo]u-m�1u;-u��m�vbv|;l-�;m|u;�-l0-v��� ѴѴ;]-m�-�lov|u-u�7ov�r-u|;v�t�;�r;u|;m;1;m�-��m-�voѴ-�1ov-Ĺ���-Ѵ;]�-�1_িĺ
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Originales
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Marca�ovbঞ�o��oѴou
9
E c o t u r i s m o
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MarcaBlanco y Negro
10
E c o t u r i s m o
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11
Valores de grises:
��Ʒ�ƓƔѷ��Ʒ�ƓƔѷ ��Ʒ�ƑƔѷ
MarcaEscala de grises
��Ʒ�ѵƏѷ��Ʒ�ѶƏѷ
E c o t u r i s m o
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Cromatismo
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13MarcaSobre fondo negro
E c o t u r i s m o
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E c o t u r i s m o
14MarcaSobre fondo gris (k:50%)
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15MarcaSobre fondo de colores
Versiones prohibidas
E c o t u r i s m o
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�o��v-u�Ѵ-�l-u1-�vo0u;�mbm]িm�=om7o�7;�1oѴou�t�;�1olruol;-|-� Ѵ-� Ѵ;]b0bѴb7-7� |-m|o� 7;Ѵ� bvoঞro� 1olo� 7;Ѵ� Ѵo]oঞroĺ� �ov�1oѴou;v�l���1;u1-mov�-�Ѵ-�r-Ѵ;|-�1uolঞ1-�7;�Ѵ-�l-u1-�7bC1�Ѵ-|-m� Ѵ-� Ѵ;1|�u-���rb;u7;m�r-u|;�7;Ѵ� bvoঞroĺ��vblbvloķ�v;�rb7;�;�b|-u� Ѵov� 1oѴou;v� 7;l-vb-7o� 1Ѵ-uovķ� ;m� ;vr;b1-Ѵ� -l-ubѴov� ��1;Ѵ;v|;vĺ�";�v�]b;u;�mo��ঞѴb�-uѴo�;m��m�=om7o�7;�1�-Ѵt�b;u�ঞro�7;��;u7;ĺ�
16
Sobre fondo de colores
Versiones prohibidas
E c o t u r i s m oE c o t u r i s m o
E c o t u r i s m o E c o t u r i s m o
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17MarcaSobre fondo de colores
Versiones autorizadas
E c o t u r i s m o
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�ov�1oѴou;v�t�;�1om|u-v|-m�1om�;Ѵ��;u7;�t�;�rov;;�Ѵ-�l-u1-�;v|m�-�|oub�-7ov�r-u-�v���voĺ��oѴou;v�=�;u|;v���ov1�uovķ�|-Ѵ;��1olo�;Ѵ�-��Ѵķ�;Ѵ�1-=�o�Ѵ-v�|om-Ѵb7-7;v�uof-vņl-];m|-v�7-m�;Ѵ�1om|u-v|;�m;1;v-ubo�r-u-�Ѵ-�Ѵ;]b0bѴb7-7�7;Ѵ�vb]moĺ�
18
Sobre fondo de colores
Versiones autorizadas
E c o t u r i s m o E c o t u r i s m o
E c o t u r i s m o E c o t u r i s m o
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19MarcaMonocroma�oѴou;v�bmvঞ|�1bom-Ѵ;v
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20MarcaMonocromaSobre fondo negro
Versiones prohibidas y autorizadas
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PaletaCromáticaMarca
21
C=75%Y=100%M=20%K=0%
C=85%Y=100%M=20%K=0%
C=50%Y=100%M=0%K=0%
R=105%G=150%B=55%
R=83%G=140%B=48%
R=162%G=149%B=52%
C=80%Y=40%M=80%K=0%
C=85%Y=90%M=50%K=20%
R=92%G=126%B=90%
R=63%G=93%B=60%
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22Reducciones$-l-ोo�lझmblo�r;ulbঞ7o
E c o t u r i s m o
E c o t u r i s m o
E c o t u r i s m o
E c o t u r i s m o
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Inversiones
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Marca;m��;]-ঞ�o��Ѵ-m1o����;]uo
24
E c o t u r i s m o
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Marca�;]-ঞ�o�vo0u;�1uol-�bmvঞ|�1bom-Ѵ
25
$o7-v�v�v�bm�;uvbom;v�vo0u-�Ѵ-�1uolझ-�bmvঞ|�1bom-Ѵ�;v|m�-�|oub�-7-vĺ
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Variables
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Posición y proporciónVersiones prohibidas y autorizadas
27
Variable horizontal
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Posición y proporciónVersiones prohibidas y autorizadas
28
(-ub-0Ѵ;��;uঞ1-Ѵ
!;rbঞ;m7o� Ѵ-v� u;]Ѵ-v�r-u-� Ѵ-�l-u1-�rubm1br-Ѵķ� ;v� blrou-|-m|;� |;m;u� ;m� 1�;m|-� Ѵ-v� rovb1bom;v� 7;Ѵ� bvoঞro� 1om�u;vr;1|o� -� Ѵ-� ঞro]u-ࣱ-ĺ� �vझķ� 1olo� v;� o0v;u�-� ;m� Ѵ-�bl-];mķ� v;� r;ulb|;� ;Ѵ� �vo� 7;� �;|v 1olo� 0-v;� 7;� Ѵ-�ঞro]u-ࣱ-ķ� Ѵ;�m7ov;� �-|v ;m� v;mঞ7o� 7;� -0-fo� r-u-�-uub0-ĺ��m� Ѵ-� �;uvbॕm� _oub�om|-Ѵ� Ő�-v;� Ѵ-� -m|;ubou� r]bm-őķ� v;�r;ulb|;� ;Ѵ� bvoঞro� �0b1-7o� 7;Ѵ� Ѵ-7o� b�t�b;u7o� 1om� �m-�ঞro]u-ࣱ-�1;m|u-7-ĺ�
�-u-� 1omo1;u� ;Ѵ� |-l-ोo� ;m� u;Ѵ-1bॕm� -Ѵ� bvoঞroņѴo]oঞro�r;ulbঞ7oķ��-v;�moul-Ѵb�-1bॕm�lo7�Ѵ-uĺ�
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Uso isologotipoVersiones prohibidas
29
��m1-�]bu-uķ�uo|-u�o�;vr;f-u�;Ѵ�bvoঞro�0-fo�m�m]�-m-� 1bu1�mv|-m1b-� o� vb|�-1bॕmĺ� ;Ѵ� lbvlo� lo7oķ�m�m1-�;vঞu-u�o�7;=oul-u�;Ѵ�bvoѴo]oঞro�7;�mbm]�-m-�l-m;u-ĺ
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Uso isologotipoVersiones autorizadas
30
";�r;ulb|;�;Ѵ��vo�bm7;r;m7b;m|;�7;Ѵ� bvoঞro���;Ѵ�Ѵo]oঞroķ� vb;lru;� �� 1�-m7o� ;v|;� ;v|� vb;lru;�-1olr-ो-7o�7;�Ѵ-�0-f-7-�7;�Ѵ-�v�0l-u1-�Ő;1o|�u-bvloőĺ
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Otras variables 31
Otras submarcas propuestas
C a r n a v a l T e r m a s C a m p i n g
C i u d a d d e t o d o s
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Normatización
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Grilla Constructiva�voঞro�
33
5,5 M
8 M
60º
�-� ]ubѴѴ-� 7;� 1omv|u�11bॕm� ];ol|ub1-� 7;Ѵ� bvoঞro� 7;� Ѵ-�l-u1-� v;� ;�rom;� ;m� Ѵ-v� vb]�b;m|;v� r]bm-vĺ� �Ѵ� bvoঞroķ�1om=oul-7o� rou� |u;v� C]�u-vķ� v;� 7b�b7;� r-u-� lov|u-u� Ѵ-�1omv|u�11bॕm�bm7b�b7�-Ѵ�7;�1-7-��m-�7;�v|-v�;m�ou7;m�7;�|-l-ोoĺ
�olo�;v��bvb0Ѵ;�;m�Ѵ-�bl];m�7;Ѵ�Ѵ-7o�b�t�b;u7o�7;�v|-�r]bm-ķ� Ѵov� 1झu1�Ѵov� t�;� 1om=oul-m� Ѵ-� C]�u-� v;� bm7b1-m�1om�1oѴou�-��Ѵ���l-];m|-�r-u-��m-�l;fou�7b=;u;m�b-1bॕmĺ�;Ѵ�lbvlo�lo7oķ�Ѵov�1;m|uov�7;�1-7-��mo�7;�v|ovķ�;v|m�bm7b1-7o�1om��m�r;t�;ोo�r�m|o�1oѴou�m-u-mf-ĺ�
�Ѵ�lbvlo�1oѴou�;v��ঞѴb�-7o�r-u-�lov|u-u�;Ѵ�u-7bo�7;�1-7-�1झu1�Ѵo�;�ru;v-7o�;m�l;7b7-v�7;�lॕ7�Ѵov�1�-7u-7ovķ�Ѵov�1�-Ѵ;v�vom�Ѵov�t�;�1om=oul-m�Ѵ-�]ubѴѴ-�;m�7om7;�v;�-ro�-�;Ѵ�bvoঞroĺ�"b]�b;m7o� 1om� ;Ѵ� 1oѴou� m-u-mf-ķ� =oul-m7o� �m-� u;1|-�_oub�om|-Ѵķ�v;�bm7b1-�;Ѵ�m]�Ѵo�u;vr;1ঞ�o�7;�1-7-�|-m];m-|;�=oul-7-ĺ�
bm-Ѵl;m|;ķ�Ѵ-�7b�bvॕm�7;�1b;u|-v�CѴ-vņ1oѴ�lm-v�7;�lॕ7�-Ѵov�;v�u;ru;v;m|-7-�1om�;Ѵ�lbvlo�1oѴou��;u7;�Ѵ-�]ubѴѴ-�0-v;�r;uo�;m�Ѵझm;-�r�m|;-7-ĺ�
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34Grilla Constructiva�voঞro�C]�u-�1;m|u-Ѵ
5,5 M
13,5 M
13 M
8 M8 M
13 M
13,5 M
1,5 M60º
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35Grilla Constructiva
7,5 M
2 M
115º1,5 M
5 M
6 M6 M
8 M
55º
262º105º
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36Grilla Constructiva�voঞro�C]�u-�|;u1b-ub-
300º
3 M
58º
1,25 M
4,5 M7,5 M
6,5 M8 M
7,5 M
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37Grilla Normativa!;Ѵ-1bॕm��voƳѴo]oঞro
2M6M
3,5M
18,5
M
36M
17M
2M
1M
20M
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38Área de protecciónMarca
";�|ol-�Ѵ-�-Ѵ|�u-�7;�Ѵ-�Ѵ;|u-���7;Ѵ�Ѵo]oঞro�1olo�u;=;u;m|;�r-u-�7;Ѵblb|-u�;Ѵ�u;-�7;�ruo|;11bॕm�7;�|o7o�;Ѵ�bvoѴo]oঞroĺ�ov��;1;v���;v�;Ѵ�;vr-1bo�lझmblo�7;�-bu;�t�;�7;0;�v;u�7;f-7o�;m|u�;Ѵ�vb]mo���-Ѵ]িm�o|uo�;Ѵ;l;m|oĺ
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39Normalización Modular�ubl;u-��-ub-0Ѵ;
29,5M
2M
9M
7,5M
3M
16M
1M
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40Normalización Modular";]�m7-��-ub-0Ѵ;
1,5M
4M
2M
17M
4,5M
9,5M
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Tipografía
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Alfabeto primario�-u1-�rubm1br-Ѵ
42
ABCDEFGHIJKLNÑOPQRSTUVWXYZabcdefghijklmnñopqrstuvwxyz0123456789(‘‘!”¿·$%&/=?¡)
�Ѵ�b]�-Ѵ�t�;�Ѵ-�l-u1-�rubm1br-Ѵķ�v;��ঞѴb�-�Ѵ-�ঞro]u-ࣱ-��uv;-m-Ѵ�;m�v���;uvbॕm��oѴ7�Ől-�িv1�Ѵ-ő�r-u-�Ѵ-�l-u1-�rubm1br-Ѵ�|-m|o�1olo�r-u-�Ѵ-��0-f-7-�Őlbmিv1�Ѵ-őĺ
�Ѵ=-0;|o�1olrѴ;|o��!"��������
ABCDEFGHIJKlnñopqrstuvwxyz0123456789(‘‘!”¿·$%&/=?¡)
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ABCDEFGHIJKlnñopqrstuvwxyz0123456789(‘‘!”¿·$%&/=?¡)�!"������$����
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E c o t u r i s m o
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Alfabeto secundario�lrѴ;l;m|-1bॕm�]uC1-���o|u-v�-rѴb1-1bom;v
43
���� ���������ࠃ !"$&()*+,-017;=]_bfhѴlmोortuv|������0123456789ŐļļĴĿѿŏŪѷşņƷĵѸő
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E c o t u r i s m o
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Modificaciones$bro]uC1-v
44
�l0-v�ঞro]u-ࣱ-v�=�;uom�lo7bC1-7-v�r-u-�Ѵ-�1u;-1bॕm�7;�Ѵ-� l-u1-ĺ� �olo� v;� o0v;u�-ķ� ;Ѵ� Ѵo]oঞroķ� Ő-uub0-ő� v;�;m1�;m|u-�rubl;uo�;v1ub|o�7;�=oul-�moul-Ѵ�1om�bm|;uѴ;|-u-7o�moul-Ѵ�;m�Ѵ-�=�;m|;��!"������oѴ7ĺ�ov|;uboul;m|;ķ� v�� |-l-ोo� mo� v;� -=;1|-� vbmo� t�;� v;�-rѴb1-� �m� bm|;uѴ;|u-7o� m;]-ঞ�o� 7;� ŊƐƏ� r�m|ovĺ� �v|o�];m;u-�lv��mb7-7���l;fou-�ॕrঞ1-l;m|;�Ѵov�;vr-1b-7ov���-bu;v�t�;�r�;7;m�ѴѴ;]-u�-�_-1;u�u�b7o�;m�Ѵ-�Ѵ;1|�u-ĺ
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