驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla.

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class="top_middle-region"> <div data-block-plugin-id="entity_view:node" class="block block-ctools block-entity-viewnode"> <article class="node node--type-resource node--view-mode-node-page-title"> <h1 class="hero-text-title"> 驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla.<br /> </h1> </article> </div> </div> <div > </div> <div > </div> </div> </div> <div class="main_row_node-layout"> <div class="main_row_node-layout-template"> <div class="main-region"> <div data-block-plugin-id="field_block:node:resource:field_main_emphasis" class="block block-layout-builder block-field-blocknoderesourcefield-main-emphasis"> <div class="emphasisvideo_wrapper"><div class="field field--name-field-main-emphasis field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--main-image paragraph--view-mode--default"> <div class="field field--name-field-image field--type-entity-reference field--label-hidden field__item"><article class="media media--type-image media--view-mode-main-emphasis-image"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_910/public/2022-11/E-101_Match_The_Font_2880x1440_148.webp?itok=ZwT9bWjL 1x" media="all and (min-width: 768px)" type="image/webp" width="910" height="455"/> <source srcset="/sites/default/files/styles/720x360/public/2022-11/E-101_Match_The_Font_2880x1440_148.webp?itok=sZKN7ibJ 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2022-11/E-101_Match_The_Font_2880x1440_148.webp?itok=KdgyDE_O 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_910/public/2022-11/E-101_Match_The_Font_2880x1440_148.png?itok=ZwT9bWjL 1x" media="all and (min-width: 768px)" type="image/png" width="910" height="455"/> <source srcset="/sites/default/files/styles/720x360/public/2022-11/E-101_Match_The_Font_2880x1440_148.png?itok=sZKN7ibJ 1x" media="all and (min-width: 450px)" type="image/png" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2022-11/E-101_Match_The_Font_2880x1440_148.png?itok=KdgyDE_O 1x" media="all and (min-width: 320px)" type="image/png" width="450" height="225"/> <img loading="eager" src="/sites/default/files/styles/width_910/public/2022-11/E-101_Match_The_Font_2880x1440_148.png?itok=ZwT9bWjL" width="910" height="455" alt="" /> </picture> </div> </article> </div> </div> </div> </div><div class="emphasisvideo_content unlocked"></div> </div> </div> <div data-block-plugin-id="field_block:node:resource:field_quote" class="block block-layout-builder block-field-blocknoderesourcefield-quote"> <div class="main-wrapper-quotation quote-white-text"> <div class="component-quote"> <div class="quote-Text"> <span class="quote-Text-first-letter">芦</span> <span>Las fuentes son las hero铆nas olvidadas de la identidad de marca.</span> <span class="quote-Text-last-letter">禄</span> </div> </div> </div> </div> </div> </div> </div> </div> <div class="two_col_row_node-layout"> <div class="two_col_row_node-layout-template custom-container"> <div class="left-region gated" style="--form-height-des: 200px;--form-height-mob: 300px;"> <div data-block-plugin-id="entity_view:node" class="block block-ctools block-entity-viewnode"> <div class="resource-content-citation"> <div class="content-field_category"> <div class="field field--name-field-category field--type-entity-reference field--label-inline field__items"> <div class="field__label">Tema</div> <div class="field__item" class="field__item" title="Expertise"> <a href="/es/recursos/expertise" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Expertise" data-analytics-linktype="button" data-analytics-resourcetopic="Expertise" data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Expertise</a> </div> </div> </div> <div class="content-field_tags "> <div class="field field--name-field-tags field--type-entity-reference field--label-hidden field__items"> <div class="field__item"> <a href="/es/resources/tags/typography" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Tipograf铆a" data-analytics-linktype="button" data-analytics-resourcetopic="Tipograf铆a" data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Tipograf铆a</a> </div> <div class="field__item"> <a href="/es/resources/tags/type-design" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Dise帽o tipogr谩fico" data-analytics-linktype="button" data-analytics-resourcetopic="Dise帽o tipogr谩fico" data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Dise帽o tipogr谩fico</a> </div> <div class="field__item"> <a href="/es/trends" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Tendencias tipogr谩ficas." data-analytics-linktype="button" data-analytics-resourcetopic="Tendencias tipogr谩ficas." data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Tendencias tipogr谩ficas.</a> </div> <div class="field__item"> <a href="/es/resources/tags/brand" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Fuentes de marca" data-analytics-linktype="button" data-analytics-resourcetopic="Fuentes de marca" data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Fuentes de marca</a> </div> <div class="field__item"> <a href="/es/cuestiones-creativas" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Cuestiones creativas" data-analytics-linktype="button" data-analytics-resourcetopic="Cuestiones creativas" data-analytics-resourcetitle="驴Hay alguna incoherencia entre tus fuentes? Descubre c贸mo solucionarla." hreflang="es">Cuestiones creativas</a> </div> </div> </div> <div class="content-social-share-button-field"> <div data-block-plugin-id="social_sharing_buttons_block" class="block block-better-social-sharing-buttons block-social-sharing-buttons-block"> <h2>Compartir</h2> <div style="display: none"><link rel="preload" href="/modules/contrib/better_social_sharing_buttons/assets/dist/sprites/social-icons--square.svg" as="image" type="image/svg+xml" crossorigin="anonymous" /></div> <div class="social-sharing-buttons"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://www.monotype.com/es/recursos/hay-alguna-incoherencia-entre-tus-fuentes-descubre-como-solucionarla&title=%C2%BFHay%20alguna%20incoherencia%20entre%20tus%20fuentes%3F%20Descubre%20c%C3%B3mo%20solucionarla." target="_blank" title="Compartir con Facebook" aria-label="Compartir con Facebook" class="social-sharing-buttons-button share-facebook" rel="noopener"> <svg aria-hidden="true" width="30px" height="30px" style="border-radius:3px;"> <use href="/modules/contrib/better_social_sharing_buttons/assets/dist/sprites/social-icons--square.svg#facebook" /> </svg> </a> <a href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.monotype.com/es/recursos/hay-alguna-incoherencia-entre-tus-fuentes-descubre-como-solucionarla" target="_blank" title="Compartir con Linkedin" aria-label="Compartir con Linkedin" class="social-sharing-buttons-button share-linkedin" rel="noopener"> <svg aria-hidden="true" width="30px" height="30px" style="border-radius:3px;"> <use href="/modules/contrib/better_social_sharing_buttons/assets/dist/sprites/social-icons--square.svg#linkedin" /> </svg> </a> </div> </div> </div> </div> </div> <div data-block-plugin-id="field_block:node:resource:body" class="block block-layout-builder block-field-blocknoderesourcebody"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span>Las fuentes son las hero铆nas olvidadas de la identidad de marca. De todos los elementos que componen la identidad de una marca, incluidos el color, el contenido visual, el tono y la tipograf铆a, solo los tipos de letras son capaces de representarla en los mensajes e interacciones m谩s sencillos, como el men煤 de una aplicaci贸n o una factura.</span></p></div> </div> <div data-block-plugin-id="field_block:node:resource:field_left_section" class="block block-layout-builder block-field-blocknoderesourcefield-left-section"> <div class="field field--name-field-left-section field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span>La mejor forma de asegurar la continuidad en todos los puntos de contacto es hacer un uso coherente de las fuentes. Sin embargo, las incoherencias son m谩s frecuentes de lo que cabr铆a imaginar. Esto se debe a que hay </span><a href="/es/recursos/mala-gestion-de-fuentes-siete-problemas-habituales-y-como-evitarlos"><span>muchas cosas que pueden fallar</span></a><span>. Siempre que un archivo de fuente entra o sale del ecosistema de tu marca, existe el riesgo de no usar el correcto.</span></p><p><span>Si has encontrado incoherencias en tu marca o te preocupa que pueda haberlas, no tengas miedo: es algo habitual. Veamos cu谩les son algunas de las causas m谩s frecuentes de esta situaci贸n y qu茅 puedes hacer para resolverlas.</span></p><h3><span><strong>Causas habituales de las incoherencias en las fuentes</strong></span>.</h3><ol><li><span><strong>Usar distintas fuentes en formato impreso y online</strong>. Las fuentes de escritorio tienen licencias, casos de uso y requisitos de legibilidad distintos a los de las fuentes web. Es posible que una marca que haya desarrollado su identidad en un mundo offline (o incluso centrado en 茅l) haya elegido tipos de letras que no tenga equivalentes en fuentes web, lo que obliga a usar dos tipos de letras diferentes</span><span class="msoIns">,</span><span> una online y otra offline.</span></li><li><span><strong>Cambiar entre distintos pesos o estilos de una misma fuente.</strong> Muchas fuentes tienen un gran n煤mero de variaciones. Neue Helvetica, una de las familias de fuentes m谩s populares del mundo, tiene 59 pesos diferentes, y muchos de ellos solo presentan unas sutiles diferencias. Es muy f谩cil que una agencia asociada use el estilo comprimido fino en lugar del comprimido ligero.</span></li><li><span><strong>Producir material en distintos idiomas.</strong> Las marcas que se abren a nuevas regiones suelen necesitar opciones compatibles con idiomas adicionales y nuevos conjuntos de caracteres, cosa que no siempre admite el tipo de letra de marca que ya usan.</span></li><li><span><strong>Licencias de fuentes incoherentes o insuficientes. </strong>Si las marcas no tienen una estrategia de licencias de fuentes bien definida, </span><a href="/es/recursos/licencias-legales-para-usar-fuentes-los-secretos-para-sortear-sus-obstaculos"><span>pueden descubrir que no cuentan con las licencias</span></a><span> que necesitan. Las licencias de fuentes se adquieren seg煤n el caso de uso. Si consideras que una licencia de escritorio cubre todos los posibles </span><span class="msoIns">casos</span><span> de uso de la fuente, habr谩 conflictos con tu contrato de licencia de usuario final (CLUF) si la usas online, en m贸viles, en aplicaciones web o en entornos de servidor compartidos.</span></li></ol><h3><span><strong>驴A qui茅nes afectan los riesgos de las incoherencias en las fuentes?</strong></span></h3><p><span>Hay organizaciones que corren m谩s riesgo que otras en lo que respecta a las incoherencias de fuentes. Si tu marca no tiene una estrategia y una perspectiva claras sobre la adquisici贸n y la gesti贸n de fuentes, es m谩s probable que en el futuro surjan incoherencias en los </span><a href="/es/recursos/problemas-relacionados-con-las-licencias-de-fuentes-y-como-evitarlos"><span>flujos de trabajo diarios</span></a><span>. 驴Qu茅 procedimiento se sigue cuando una persona abandona la empresa? Si no hay un plan establecido, es m谩s probable que las nuevas personas contratadas no tengan los conocimientos necesarios para tomar las decisiones adecuadas con respecto a las fuentes. 驴Cu谩l es el proceso para confirmar las licencias de imprentas comerciales, proveedores y agencias? Si no hay ninguno, es posible que tus proveedores no cuenten con las licencias necesarias, por lo que puede que las sustituyan o que te expongan a posibles riesgos legales por incumplimiento del CLUF. 驴Qui茅n debe adquirir las fuentes, las agencias asociadas o tu organizaci贸n? Si son las agencias asociadas, tu estrategia de adquisici贸n no estar谩 centralizada y es posible que ocurran errores que escapen a tu control.</span></p><p><span>Desarrollar una estrategia de fuentes clara es esencial tanto para evitar los problemas de incoherencias como para resolverlos. Puede parecer abrumador intentar acotar un problema de fuentes muy extendido, con muchas inc贸gnitas y que lleve un tiempo en marcha. Sin embargo, con un proceso met贸dico de investigaci贸n y resoluci贸n, es posible. Esta es la mejor manera de lograrlo:</span></p><ol><li><span><strong>Investiga concienzudamente e identifica todas las incoherencias.</strong> Determina d贸nde tienen lugar, a qui茅nes afectan, qui茅nes guardan relaci贸n con su aparici贸n y por qu茅. Es fundamental conocer el alcance del problema antes de tomar medidas para resolverlo.</span></li><li><span><strong>Nombra a un equipo multifuncional que de ahora en adelante se haga cargo de toda la responsabilidad del uso de las fuentes.</strong> Lo ideal es que haya alguien que guarde relaci贸n con la visi贸n creativa y la conozca muy bien, as铆 como alguna persona que est茅 m谩s especializada con los presupuestos y las operaciones (normalmente, alguien de los departamentos de TI o gesti贸n de activos).</span></li></ol><p><span>Crear un equipo como este puede ser dif铆cil, ya que no es habitual que las personas de 谩mbitos tan diferentes de una misma empresa trabajen juntas. Seg煤n el informe Digital Trends de 2022 de Adobe, solo el 33 % de las personas encuestadas creen que sus equipos de marketing y TI colaboran lo suficientemente bien como para recibir una puntuaci贸n de 8 sobre 10. Pero el esfuerzo merece la pena. Si bien la falta de colaboraci贸n entre estos departamentos puede dar lugar a mayores incoherencias de marca, es probable que una iniciativa multifuncional para abordar esta cuesti贸n tenga</span><span class="msoIns"> unas</span><span> consecuencias muy positivas.</span></p><ol start="3"><li><span><strong>Empieza por las incoherencias m谩s peligrosas. </strong>Hoy en d铆a, para muchas marcas, esto implica empezar por las experiencias centradas en el 谩mbito digital, ya que son las que m谩s tr谩fico reciben de clientes actuales y potenciales. Si hay alg煤n problema de falta de licencias, invest铆galo y resu茅lvelo por completo. Compara tu uso de fuentes con las directrices de la marca y vuelve a analizar si reflejan de verdad su realidad cotidiana. Una vez que examines los puntos de contacto m谩s importantes, repasa el resto de tus implementaciones de fuentes tradicionales, incluidas las etiquetas, las comunicaciones de marketing y la documentaci贸n interna. Este proceso te ayudar谩 a conocer en profundidad todo tu ecosistema de fuentes y a identificar cualquier posible incoherencia.</span></li><li><span><strong>Desarrolla un proceso eficaz para conseguir e implementar fuentes que permita descartar futuros problemas.</strong> Esta medida requiere cambiar la perspectiva empresarial. En lugar de pensar en las fuentes como una serie de compras aisladas, deber谩s considerarlas una pieza estrat茅gica de la identidad de marca y las operaciones de tu empresa.</span></li></ol><h3><span><strong>El paso final para eliminar definitivamente las incoherencias de fuentes es utilizar una herramienta de gesti贸n.</strong></span></h3><p><span>Esta es la mejor forma de simplificar la ejecuci贸n del nuevo proceso para conseguir e implementar fuentes. Una </span><a href="/es/recursos/que-deben-saber-los-equipos-de-diseno-sobre-las-bibliotecas-de-fuentes"><span>herramienta adecuada</span></a><span> te har谩 la vida mucho m谩s f谩cil al poder automatizar el acceso de los usuarios a las fuentes, optimizar el proceso para adquirir licencias y tener la posibilidad de sincronizar las fuentes con los programas que usa tu equipo creativo. Centralizar la gesti贸n de fuentes en una 煤nica herramienta resuelve los problemas que pueden dar lugar a incoherencias desde el principio para asegurar que no vuelvan a ocurrir.</span></p></div> </div> </div> </div> </div> <div data-block-plugin-id="field_block:node:resource:field_meta_tags" class="block block-layout-builder block-field-blocknoderesourcefield-meta-tags"> </div> <div class="gated-marketo marketo-embed-code"> <h3 class="gated-marketo__heading"> Sigue leyendo. </h3> <form id="mktoForm_4616" data-allowallemails=></form> <script>MktoForms2.loadForm("https://hello.monotype.com", "800-DWE-978", 4616);</script> </div> <script> window.addEventListener('DOMContentLoaded', (e) => { try { const isGated = drupalSettings.global_cms_annuitas.is_gated; if(isGated && MktoForms2){ MktoForms2.whenReady( function ( form ) { const divs = [...document.querySelectorAll(".mktoHtmlText")] || null; if(divs!=null){ divs.map(div=>{ return 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