La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo

Abstract

The logo-brand relationship has been studied from partial perspectives that have not delved into the associative capacity of logo-symbolic design. The brand is shaped as a two-dimensional reality in which sensitive (tangible) and conceptual (intangible) aspects converge which are deposited in the logo that represents it. The objective of this research is to analyze the symbolicassociative possibilities of the design of the logos of some of the great Spanish brands, with the purpose of explaining the most decisive relationships in the configuration of this stereotyped corporate concept (brand). A methodological triangulation is proposed based on a focus group of eight people and an association test carried out by 332 individuals, who were  subjected to a sample of the logos of the ten most valued Spanish brands according to Interbrand (2019) that lead different competitive sectors. The results indicate that these emblems are connected to sensitive (tangible) images, linked to products and/or services of the brands studied. Although the association of the logo design to the visual elements that compose it is much lower than what a priori could be expected, which indicates the high degree of symbolic projection of these visual signs. In addition, the ten logos in the sample are associated with (intangible) conceptual images related to the values that define the personality of the brands they refer to. It is concluded that the logos are constituted as corporate banners which bring together, in the symbolic complexity of their apparent aesthetic simplicity, multiple associations between their visual expression and their conceptual projection.

Keywords:

identidad visual corporativa (IVC)

imagen corporativa

logo

marca

representación visual

corporate visual identity (CVI)

corporate image

logo

brand

visual representation

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