Does the National Organization of Collective Law behind its Visual Identity

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This research addresses the legal problems of the proper use Visual ID of the National Organization of Collective Law in the context of the Provincial de Villa Clara.


Since the emergence of humanity itself man could not escape the tangible expression of language as communication. Moving through different stages as they were: the genesis totens by way of symbolism or visual iconography, heraldry and ending in the marketing of the century.

In its visual approach through graphics can be decomposed into basic entities, each of which itself has its own meaning, but together in different ways may be different communicative elements. (Bottles, Jorge, Graphic Design and Communication, Santiago de Cuba, Issue 1988, p 10.)

In dissimilar scientific work of various genres such as the psychology, sociology, anthropology and law, are based on concepts and paradigms of the communicative sphere, which reveals that the theories of communication are an essential bulwark to social sciences.

The XXI century requires professionals dedicated to the practice of law to rise to the historical moment they live. Go in search of new solutions to the problems of modern day practice is a truly heroic task when it has a legacy as important as lawyers, Carlos Manuel de Cespedes, Jose Marti, Fidel Castro, etc.

The neoliberal globalized world in which we play our business has become imperative to mastering the conceptual problem of image and corporate identity, showing the prominence that should be granted to the way organizations communicate, both internally and in their environment external.

Thus, the words identity and image have been associated with the notion of organization, leading to such concepts as corporate image and organizational identity.

Before the triumph of the Revolution, the practice of law was completely private, you could only represent the high-income individuals resulting in a defenseless state law that could only be removed with the revolutionary triumph.

From 1959 he took the first steps to achieve social justice as desired by the Cuban people, shows it was the first and second agrarian reform law giving land to those who truly worked. In 1983 with the purpose of organizing the activity of law establishing the National Organization of Collective Law Offices to group in the exercise of their duties to lawyers throughout the length and breadth of the country, having the following structure:

National Organization of Collective Law

General Assembly

National Board

Provincial Directorates of Collective Law

Units of Collective Law

As non-state entity, autonomous and self-financing is devoted to advising and representing individuals and / or legal all across the country in the different areas of law and thus its main revenue source is primarily the provision of services legal.

In fact, analysis of the problems faced by Cuban enterprises and especially the National Organization of Collective Law in order to optimize the efficiency of managing its image leads us to make a broader analysis of Cuban society that has been bypassed by modern trends of business communication.

The classical system based on the natural right to property and the market’s invisible hand has been replaced by a much more complex standing in the company not only has responsibilities to its customers, suppliers and employees, but also to the environment or the community where he works.

When we talk about legitimacy of the Cuban company does not go only by the productive performance of their duties and their obligations towards the state, but like all other citizens must respect the general interest in the claims of the movement consumer, environmental protection and, ultimately, to the social demands of a higher quality of life company – citizen.

This evolution of the company increases the complexity of management policies at all levels, so that, as in many other fields of social and cultural life, the main danger in the management of the Company’s Image is the simplicity.

In the last years of the nineties and trade openings made in Cuba at this stage it was necessary to temper the Cuban business conditions in this situation. Many were the efforts of the Cuban business world to update its visual discourse and advance the management of the Image.The rise of corporate visual identity programs has allowed the standardization and regulation of the presentation of the various media entities in their identification, providing a visual external expression to differentiate them unequivocally from other companies and institutions.

Our work will be performed at the National Organization of Collective Law, Santa Clara Provincial Office located in Gloria No.5 e / Colon and Maceo, Villa Clara province this county. Throughout these years, so this address as the other units of the territory, have been distinguished by the results of their work and the important contributions they have made in caring for individuals and corporations for several years getting 1st place provincial.

In practice, there is an inappropriate use Visual ID of the National Organization of Collective Law in the Provincial Office of Collective Law in the province of Villa Clara.

General objective:

Determine the appropriate use of the identifier as an identifying element of the National Organization of Collective Law.


General conceptions about organizational communication.

Concept of Communication:

According to Manuel Martin Serrano, in Theory of Communication: “Communication is a process that is set in a cultural historical context, that mediate, create and facilitate human relations which are exchanged, construct and reconstruct meaning through signs and symbols to different levels of social organization. It provides a rational and formal influence among participants that allows the organization of joint activity.

Is to enable men to recognize other two-way and they will recognize the right to live and think differently, and be recognized as men in those differences. ”

Communication models:

In the definition of communication is now different paradigms outlined include several models, including concerns Informational Paradigm represented in the Aristotelian model, the behaviorist Laswell, the Shannon informational mathematical, sociological Schramm, the language of Jakobson Maletzke and psychological, among others, to refer the communication as a process in which the issuer prepares and sends a message that passes through a channel or medium to a receiver, where efficiency is given in the amount of information one reaches the latter at the lowest possible noise or interference. Our work will focus on the latter model.

The dialectical model of Manuel Martin Serrano, who sees communication as information exchange.

Levels of communication:

Intrapersonal: individual processing of information.

Interpersonal: Basic level where there is an exchange of roles, (face to face) interaction that takes place directly between two or more people physically close to where they can use all five senses with immediate feedback.

Elieen E. McEntee 1996, 12). Tells us that: “The conversation is informal social skills and daily talk face to face with different people and on a variety of issues.”

Ingroup: Set within a specific group, such as: the family.

Intergroup: Performed in the local community. She is inherent in public communication in which information is produced and distributed through a dedicated communication system that concerns the community as a whole.

Institutional allocation is material and human resources to an organization specializing in sourcing, processing and distribution of information for public communication. Is referred to the political and commercial enterprise. It is precisely this will be the subject of our work.

Identity Considering the social group as a network of interactions, we say that an organization is the set of relationships and internal regulations that preserve the autonomy of the system and ensures the continuity of the group. The source of internal cohesion that distinguishes the organization as an entity separate and distinct from others is the identity.

On the organizational identity understand the personality of the entity. This personality is a combination of history, ethics, philosophy, daily behavior and the rules established by management. Organizational identity would be the set of characteristics, values and beliefs with which the organization is self-identified and self-unlike the other organizations.

From the perspective of organizational analysis, identity in an organization is all that can distinguish the organization as unique and different from the others. It takes the form of a structure. Is defined by the resources available and the use made of them, relations between its members and the environment, by the ways that these relationships take, for the purposes that guide the actions and existing programs for implementation and control.

Thus, identity has multiple manifestations: this in their roles and their technology, information systems and control, the ways in which decisions are made in the socialization of its members in the discipline taught, in ways that assume the power and authority, modes of interaction among its members, its walls and its equipment, its resources and in his speech.

Corporate image formation

Subjects receive the organization’s information from various sources: the same organization through their behavior and communicative action and in the environment.

After arrival to the individual it will be processed in conjunction with that already has and so will form a mental structure in memory, ie it will generate an image of that organization.

The image of a company is a defining element that supports all management of differentiation and positioning. It is the essence that marks how a company wants to be perceived by the target market to which it points.

A corporate image refers to how a company is perceived, who it is, what it is, what it does and how. It is a generally accepted definition of what a company “means.” Creating a corporate image is an exercise in perception management. It is created primarily by marketing experts who use public relations and other forms of promotion to suggest a mental picture the public. Typically, a corporate image is designed to be attractive to the public, so the company can cause concern among consumers or target market, “creating a hole in his mind,” Brand generate wealth and facilitate sales of the product or service .

The image of a corporation is not created solely by the company. Other actors who contribute to a company’s image could be the media, journalists, trade unions, environmental organizations and other NGOs.


In the image communication is the concept of public key and training in relation to the organization.

According to Paul Capriotti the study of public relations should focus on analyzing the individual-organization to get to know the fundamental link is established between them that each age will have a particular interest in connection with the organization.

Thus, the public be established from the consequences of the action of the organization over people or vice versa. A link, a relationship between the two based on those consequences. In this way the people to recognize the consequences of the organization on them go to become public institution.

Legal treatment of Visual Identity in Cuban Law

Industrial property to set in Cuban legislation four distinctive ways depending on:

Decree No.203 dated December 24, 1999, “Concerning Trademarks and other distinctive signs provided for in Article no.2 following:

Article 2. – This Decree-Law means:

Brand: any sign or combination of signs, which serve to distinguish goods or services of their counterparts in the market;

trade name: A word that identifies the different natural and legal persons in the exercise of their economic activity;

corporate logo, all visible signs, figurative or mixed, who identifies the various natural and legal persons in the exercise of their economic activity;

shop sign means any visible sign that identifies a particular establishment or premises;

slogan: every legend or combination of words intended to draw public attention to products or services in order to popularize them, and

distinctive sign: any sign constituting a trademark, trade name, a corporate logo, a business sign or a slogan.

In this sense it is valid to clarify that on this body of law, in Section II, Prohibitions Relating while referring to the causes that threaten the registration of a trademark or distinctive sign, does not require the employer to make appropriate use of this and I quote:

Rule 17.1-I can not register as a trade mark whose use would affect a third party prior right. Affected means a prior right party when:

the sign would affect the right to a name, image or prestige of a legal person or a local, regional or national, unless express consent has been obtained through the competent authority of that person or community;

In another show that is appropriate regarding the cancellation of the said legal text labels is also ignored as clearly as removing a Register of Trademarks Article 59. “He may seek or have automatically cancel the registration of a mark if:

registration is a factor associated with monopolistic practices or unfair competition, which cause serious distortions to the economy in the production, distribution or marketing of certain products or services, your record prevent efficient distribution, production or marketing of goods or services in the national territory are considered harmful to the interests of the national economy and the brand has undergone a process of generalization, making it the common name of the products or services that originally distinguished, and for which it was registered.

Article 60.-It is understood that a mark has undergone a process of generalization when commercial media and the public that mark has lost its distinctiveness as an indication of commercial origin of goods or services to which it applies. To this end, shall take into account the concurrence of some or all of the following acts in relation to the mark:

the need for competitors to use the sign in view of the absence of another appropriate name or sign to identify or designate the trade in the product or service concerned, the widespread use of the mark, the public and commercial media as the common or generic product or service concerned, and that the public is unaware that the mark indicates a particular commercial origin.

With regard to corporate identity Cuban law is silent on the issue, leaving the free will of employers consider the issue without doing so would leave the mandatory elements to ensure quality and distinction in the products and services that customers will be indefinitely. Take it step more accurate so far gives Cuban law and I quote:

Decree No. 42 “General Rules of the State Enterprise” dated May 24, 1979, stipulates in Article 10. The company uses in its official documents stamped with his name and emblem or symbol that identifies commercial.

Furthermore the new Business Improvement Cuban regulations Decree 281/2007 System Management and Business Management and Law Decree 252/2007 establishes the need for each entity subject to these provisions have a manual, established as it counterproductive as in corporate social communication should be based on the existence of the Visual Identity Manual, to demonstrate the use of these elements.

Systems that compose the Board and Management System

Article 55: In implementing the system, each company or organization, top management will be studied as an integrated whole, encompassing all its component systems, they are:

Business Communication System.

Article 64: The main tasks to be fulfilled by senior management bodies are:

Develop Management Handbook of Communication and Corporate Identity Manual. Check processing in companies.

Powers of Director General

Approve the communication system of the company.

Approve Management Handbook of Communication and Corporate Identity Manual

Adopt measures to ensure proper communication established between the overall direction, the areas of regulation and control, basic business units and workers in general.

Article 113: The top management organization and the companies that implement the business improvement should have updated its regulatory base in order to organize the process of implementation of the Risk Management and Administration, and shall contain the following manuals, regulations and procedures:

Management Manual communication: It is the tool that enables management of the company, or organization top management, design and implementation of a coherent communication system and harmonious, making the operation of the communication for the sake of improvement of the company and reducing the tendency to improvisation that often exists as to the communication.

Corporate Identity Manual: This is a basic tool for the management of the company, or organization’s top management in the achievement of an image that distinguishes it. Management tool that defines the guidelines for submission of corporate messages as a means to ensure respect and promotion of the identity of the institution in each of the programs information. In the corporate identity manual describes the main and secondary activity of the company, time of existence, location, type of market presents the attributes of the visual image of the company and its use in different communication media are specify how, when, and where the image should be used.

For his part, CHAPTER XIX “BUSINESS COMMUNICATION SYSTEM” of that body of law establishes the general concepts of business communication, including visual identity, and I quote:

Communication is a human being’s activity, inherent to men and women who make up the business and society in general. The implementation of an enterprise communication system involves the constant interaction between workers and management in order to achieve an exchange of ideas to achieve better performance and therefore greater effectiveness and efficiency in management.

Article 671: Business communication is the set of activities to facilitate and expedite the flow (round trip) of messages that occur among workers among themselves and with their direction, and between the company and its environment. The application of proper communication system, to influence the opinions, attitudes and behaviors of company employees and external audiences in order to meet efficiency and speed of the company objectives.

Article 672: The business communication system, is routed to both internal audiences, composed of all employees of the companies, as well as external audiences, comprised of the people, customers, suppliers, competitors and the rest of government institutions governmental or not in one way or another relate to the company, and it is indispensable to establish a communication system so as not to lose the coherence of actions taken within the company with the reality of the environment.

Article 674: The relationship between workers of the corporation constitutes a communication process. Through the same issues and ideas are obtained and transmitted behavior patterns. Good communication can meet the needs of the employees of the company, build, transmit and preserve a clear shared vision, the values, mission, and objectives of the company.

External Communications

Article 687: External communication is an essential process to ensure linkages with society, through it provide a basis to provide insight into the rationale of the company or organization, top management and outcomes management.

Article 688: External communication designed to be managed globally through direct communication with community representatives, leaders of political and mass organizations or other external institutions that relate to the company or organization senior management, and by work with both electronic media such as print and broadcast media in order to ensure an adequate level of social awareness and recognition about the company or organization top management, its results, its workers and its values.

Article 689: The favorable image that society may have about the company or organization’s top management is the basis for work on external communications from the marketing that is focused on promoting products and services the company offers society and their audiences.

On the Implementation of Communication System

Article 690: The development of communication system or organization in the company top management and constant updating, should be the result of a study and analysis of all workers, under the leadership of director general. This process can not be the result of spontaneous aspirations for making the company top management or organization can assist teachers in the Faculty of Social Communication, accredited consultants in the field or outside experts who are professionally prepared for it, it is important will choose a communication expert and not a connoisseur.

Article 691: Companies or top management organization for the implementation of the communication system must have as a background to the definition of corporate values and the formulation of a comprehensive strategy defined. Work without this prior information, the company submitted to top management or organization to unproductive investments and unnecessary expenditure of resources in the implementation of the communication system.

Article 692: Every worker has his own vision and perception of problems, objectives and goals, this aspect is important to bear in mind in designing the communication system to be implemented, obviously, causes often misunderstanding, misinterpretation, talks confrontational, with the consequent loss of energy, time and efficiency.

Article 693: A company or organization top management to implement corporate communication system, should take the following steps:

Choose competent professional advice to master the subject of communication.

Select personnel to prepare business communication techniques.

Make a diagnosis to determine the degree of development and communication features of the company or organization top management and the characteristics of their workers, the motivation exists, participation in solving problems, etc..

Designing the business communication system to implement, expressed in the Communication Management Manual and the Corporate Identity Manual.

Periodic evaluation of positive and negative results of the communication process through the creation of procedures and instruments for measuring the impact it has had the communication system in place, to assess periodically: it works, if workers know the current situation the company top management or organization, its successes and problems, if they participate in solving the major problems in the self-control, to meet specific objectives, which have assumed responsibilities and powers and the impact on the work of management and leaders in particular.

Design actions to take to rectify the deviations and deficiencies found.

Article 694: The company or organization senior management, as a prelude to the design and implementation of the communication system must make a diagnosis as to show inter alia the following:

Communication concepts that are handled in the company or organization senior management, the predominant form of communication, whether or not a communication approach that corresponds to goals, values and strategy of the organization and whether or not correctly defined the elements that make up the communication cycle of the company top management or organization.

Nature of communication processes, the more channels used, the use of messages and planning, elements of organizational culture, shared values, sense of belonging and national climate issues.

Relevance and communication functions in the company’s top management or organization.

Organization of communication system in the company top management or organization.

Criteria for the feedback and participation in management by workers.

Significance of feedback spaces according to the workers of the company top management or organization.

Existing communication flows: vertical down, vertical upward, horizontal or a combination of communication channels, membership meetings, conversations and informal meetings with workers, murals, meetings, newsletters, e-mail, letters and phone , interviews, radio base, the mailbox for complaints and suggestions, newspaper or magazine, rumors, and more.

Most common types of messages.

Formal communication system and informal communication.

Degree of implementation of the elements of corporate culture and organizational climate.

Degree of employee involvement with the company or organization top management and ownership.

Article 695: The communication function is essentially planned, for the implementation of corporate communication system or organization top management must develop the Manual Communication Management and Corporate Identity Manual, which will work the communication is not as isolated actions and scattered, but by the previous formulation of a communication procedure that explicitly, interrelates all communication tools to implement in the company top management or organization.

These manuals are part of the regulatory basis so must be developed by the organizations of the Steering and Management, for it shall seek advice from specialists knowledgeable. Manuals and Management Communication Corporate Identity must be approved by the director general.

Article 696: The communication management manual is an essential tool for the management of the company or organization top management in achieving a coherent and harmonious communication that enables greater internal integration, strengthening of cultural values and identity.

Through the application of Manual Communication Management makes operation of the communication for the sake of improving the company or organization, top management and reduces the tendency toward improvisation that often exists as to the communication.

Article 697: The Handbook of Communication Management of the company or organization’s top management includes the following aspects:

Definition of policies and objectives of the communication.

Identification and characterization of the target audience (internal and external): There should be a characterization of these, in the case of domestic public in correspondence with the functions they perform, sex, age, profession, tastes, characteristics of the labor collectives, among other aspects and for the characterization of the external public should be in line with the priorities they represent the company or organization to top management.

The selection of different communication channels to use.

Staff authorized to send messages directly to workers as authorized channels.

Different channels used by workers to go to management.

Characteristics of the messages to be issued by the company or organization top management and its dependencies.

Organizational structure that ensures the implementation of the communication system in the company or organization top management and mission design, functions and powers of the communication area of the company.

Actions taken on the implementation of the communication system.

Setting the budget communication, included in the budget of the company top management or organization.

Article 698: The corporate identity manual, is an essential tool for the management of the company or organization top management in achieving an image that distinguishes it.

The corporate identity of a company or organization is its top management letter, his face to the public, this identity influences the image we form of it.

Article 699: The Corporate Identity Manual is a tool for managing the submission guidelines of corporate messages as a means to ensure respect and promotion of the identity of the institution in each of the programs information.

Article 700: The Corporate Identity Manual describes the main and secondary activity of the company, time of existence, location, type of market presents the attributes of the visual image of the company or organization’s top management and its use in different communication media, specify how, when, and where the image should be used.

Article 701: The development of the Corporate Identity Manual is designed from the analysis of the image has in relation to key competitors and compatibility between image and market, all supported by research that should indicate that it must improve and why.

Article 702: In the companies top management or organization implementing the Management System and Management, the function or the communication process is materialized in view of the importance of this activity and is designed as a tailored suit based on :

A structural area with professional staff in social communication.

By consulting contract with specialized firms, universities, consultants, among others.

A harmonious combination of the two.

Article 703: The main tasks to be fulfilled by the area of business communication are:

Design the communication system to be implemented.

Implement the communication system.

Evaluate the performance of the communication system.

Carry out regular assessments of the functioning of the communication system.

Develop action plans to ensure resolving the deficiencies identified in the assessments of the communication system.

Explore new and alternative forms of communication to implement.

Participate in the process of developing the plan of the company or organization top management in defining the communications budget.

Inform the board of directors of the company or organization top management the results and deficiencies in the implementation process of the communication system and action plans to implement.

Others are appointed by the director general of the company top management or organization.

Description of Institution

The National Organization of Collective Law aims to advise and / or represent individuals and / or bodies in the country, in each of the matters of law.


Represent the rights of natural persons and legal persons before the courts, arbitration boards and administrative agencies in the country and also to the organs, agencies, and foreign or international organizations.


Ensure the professionalism of the workers, control, and efficient use of material resources, human and financial resources to ensure proper functioning of the organization.

Main Objectives

Achieve greater organizational consultancy work and / or representation at all levels.

Strengthen preparedness capabilities, research and skills of the lawyers for the organization.

Strengthen partnerships and actions of working with different social and political as well as partnerships with institutions and related projects.

Implement strategies for community work that allows greater scope and diversity of project activities in the target audience.


68% of employees are university graduates, 98% are lawyers.

They’re most defined competency profiles for jobs.

There is a discipline for monitoring and evaluation of human and financial resources, expressed in a satisfactory audit and internal and external controls.

He worries about the professional improvement of its members


Workers are not entitled to the occupation or position they play.

Resistance to change.

Transportation difficulties for municipalities to have access to courses.

Workers have not internalized its responsibility for training. Inequality in management styles, lack of leadership for change and insufficient level of participation and involvement of workers due primarily to the predominance of business communication down and hierarchical.

It lacks important information about the nature of people in their work environment in today’s labor record as: business preferences, expectations, hobbies, desires for personal advancement, medical data.


Resistance to change by workers DPBC.

Not all practitioners have access to the Internet.

Increasing resolutions, guidelines, and supervision to the area of HR are often not compatible with the philosophies and requirements of a SGICH.

The sector has a tendency to work and not operational strategic direction, serves as a priority urgent problems.


The advice of specialists in various fields of law and other administrative and Documentary Information Center.

The academic and research link with the Central University “Marta Abreu” de las Villas.

The academic link with the Provincial Party School “Carlos Balino.”

Visual ID legal regulation in the ONBC

Assuming that ID is nothing more than a set figure representing any institution or company in the application of dissimilar media, so it is who should say what exactly is the company.

For a successful analysis of the description ONBC ID, we will discuss what mentioned in the General Standards for the operation of the ONBC.

The visual identifier ONBC is two dimensional, planimetric, using straight lines, slopes and curves dominate the latter. The isotype is formed by a vertical red rectangle with the lower right corner ended up in radio, is highlighted in white, lowercase letter “c” juxtaposed with a “b” on the bottom, representing the initials of Collective Law .

The height of the letter “c” is exactly half of the letter “b”, the thickness of both is equal to one third of the outside diameter of the “c”.

The letter “c” is completely round and the eye is one-third of its height, with an opening one-fifteenth of the diameter, both the center and the opening are black, the extreme upper right side of the letters “y “b” respectively of the rectangle reaches the bottom.

Given that the design of a graphic identifier should require more attention and communicate more effectively with fewer resources is not necessary to make a thorough analysis of the piece to make sure it is not identified well and is misleading whom is in front. The designer is a kind of telegraph, has a message to send and clearly signals. (Beltran, Felix, A dynamic and entertaining approach to graphic design, La Habana, 1973, pp. 16):

The color has a meaning and expresses a pleasant sensation of contrast due to the bottom for greater readability and understanding of the generic. The study of the psychological influence of colors, is now a science that applies to many different fields because of the importance it can have on the environment in daily life and in advertising. Like no other color elements (circle, rectangle or otherwise) that people can associate with a different concept than that usually ascribed to these elements. The role of graphical elements is not only decorate, but to attract, represent reality and to provide more information than written, making it more clear. (

On the subject can not specify because the organization lacks a standard that reliably explain and justify the use of color in the logo of the organization.

The use of color was defined by the treatment of Red, White, Grey and Black used for contouring of the figure, the color red is used in a proper way in an effort to make it attractive and appealing identifier, besides being a very warm color that goes very well with the central objective of this institution that is the advice and representation to individuals or corporations, but the organization suffers from an agreement, policy or manual available to the iconographic symbolism of their colors for themselves.

The colors used in the design of ID are: black, white, red and gray

The black: The symbol of silence, mystery and sometimes can mean unclean and evil. Conferred nobility and elegance, especially when it is bright. The design is mostly used to outline the figure.

White: As the black is at the ends of the range of grays. Have limited value, often extreme brightness and saturation and a neutral value (presence of all colors).

It is also a latent value that can enhance the other colors neighbors. The target can express peace, sunny, happy, active, pure and unconscious, creating a vacuum luminous impression positive and infinite.

Red: Color primary energy expressed by his warmth, strength, vitality, life, this is associated with blood, fire, passion.

Gray: Neutral color that is in intermediate provision on the scale of values formed by the union of white to black, is associated with elegance and distinction in the services.

It is well counter that is not registered as part of Visual Identification in the Cuban Office of Industrial Property, reason demonstrates inadequate management at all levels, demonstrating a deformity of the institutional image, also facilitated by the legal deregulation Image Corporate law in Cuba


That there is an inappropriate use of the Visual ID ONBC.

It is not known by most members of the ONBC the importance of proper use, not to consider this as a business advantage.

That there is little control of Cuban legislation about the issue in question.


A National Organization of Collective Law to register with the Office of Industrial Property Identifier Visual ONBC.

Let the Visual Identity Manual of the National Organization of Collective Law, regulating the meaning of its elements for proper empelo.

The Industrial Property Office to regulate the proper use of visual identity elements and the explicit prohibition of using this information without the appropriate registry.


Visual Communication, Study Guide.

Frascara, Jorge, Graphic Design and Communication, Santiago de Cuba, 1988 edition.

Identity Manual Geominera Enterprise Centre.

Medina, Saladriga, Hilda, eds. Introduction to the Theory and Communication Research, reading selection, Havana University, School of Communication.

Rodriguez Trelles, Irene. Organizational Communication. Selection of Reading, Editorial Felix Varela, La Habana, 2004.

Manuel Martin Serrano, in Theory of Communication. 1982 edition.

Diaz Bordenave, Juan: Communication and Society, Ediciones B’usqueda, Buenos Aires, 1995.


Decree No.203 dated December 24, 1999, “Concerning Trademarks and other distinctive signs.

Decree No. 42 “General Rules of the State Enterprise” dated May 24, 1979.

Decree No.252 “On the continuity and strengthening of the management system and business management Cubano”, dated August 7, 2007.

Decree Law No. 281/2007 “Cuban Enterprise Improvement System Management and Business Management”