La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo
La relación logo-marca se ha estudiado desde perspectivas parciales que no han profundizado en la capacidad asociativa del diseño logosimbólico. La marca se conforma como una realidad bidimensional en la que convergen aspectos sensibles (tangibles) y conceptuales (intangibles) que quedan depositados...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2022
- Institución:
- Universidad de Caldas
- Repositorio:
- Repositorio Institucional U. Caldas
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.ucaldas.edu.co:ucaldas/24471
- Acceso en línea:
- https://repositorio.ucaldas.edu.co/handle/ucaldas/24471
https://doi.org/10.17151/kepes.2022.19.26.9
- Palabra clave:
- identidad visual corporativa (IVC)
imagen corporativa
logo
marca
representación visual
corporate visual identity (CVI)
corporate image
logo
brand
visual representation
- Rights
- openAccess
- License
- https://creativecommons.org/licenses/by-nc-sa/4.0/
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La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo The projection of the brand from the design of the logo: from visual representation to corporate image-concept |
| title |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| spellingShingle |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo identidad visual corporativa (IVC) imagen corporativa logo marca representación visual corporate visual identity (CVI) corporate image logo brand visual representation |
| title_short |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| title_full |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| title_fullStr |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| title_full_unstemmed |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| title_sort |
La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativo |
| dc.subject.none.fl_str_mv |
identidad visual corporativa (IVC) imagen corporativa logo marca representación visual corporate visual identity (CVI) corporate image logo brand visual representation |
| topic |
identidad visual corporativa (IVC) imagen corporativa logo marca representación visual corporate visual identity (CVI) corporate image logo brand visual representation |
| description |
La relación logo-marca se ha estudiado desde perspectivas parciales que no han profundizado en la capacidad asociativa del diseño logosimbólico. La marca se conforma como una realidad bidimensional en la que convergen aspectos sensibles (tangibles) y conceptuales (intangibles) que quedan depositados en el logo que la representa. El objetivo de esta investigación es analizar las posibilidades simbólico-asociativas del diseño de los logos de algunas de las grandes marcas españolas, con el propósito de explicar las relaciones más determinantes en la configuración de ese concepto corporativoestereotipado (marca). Se propone una triangulación metodológica apoyada en un focus group de ocho personas y una prueba de asociación realizada por 332 sujetos, a quienes se somete a una muestra de los logos de las 10 marcas españolas más valoradas según Interbrand (2019) que encabezan sectores competitivos diferentes. Los resultados indican que estos emblemas se conectan a imágenes sensibles (tangibles), vinculadas a los productos y/o servicios de las marcas estudiadas. Si bien, la asociación del diseño del logo a los elementos visuales que lo componen es muy inferior a la que, a priori, cabría esperar, lo que indica el alto grado de proyección simbólica de estos signos visuales. Además, los 10 logos de la muestra se asocian a imágenes conceptuales (intangibles), relacionadas con los valores que definen la personalidad de las marcas que refieren. Se concluye que los logos se constituyen como estandartes corporativos que hacen confluir, en la complejidad simbólica de su aparente simplicidad estética, múltiples asociaciones entre suexpresión visual y su proyección conceptual.  |
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2022 |
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2022-07-01T00:00:00Z 2022-07-01T00:00:00Z 2022-07-01 2025-10-08T21:36:12Z 2025-10-08T21:36:12Z |
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316 26 275 19 Kepes Arroyo-Almaraz, I., & Díaz-Molina, R. (2021). The meme phenome-non in the creative strategy of Netflix Spain on Twitter. Icono14, 19(2), 312-337. https://doi.org/10.7195/ri14.v19i2.1660 Barthes, R. (1984). Camera lucida. Reflections on photography. Fontana Paperbacks. Bayunitri, B. I., & Putri, S. (2016). The effectiveness of visualization the logo towards brand awareness (customer surveys on product ‘Peter says denim’). Procedia - Social and Behavioral Sciences, 219, 134-139. https://doi.org/10.1016/j.sbspro.2016.04.054 Bettels, J., & Wiedmann, K-P. (2019). Brand logo symmetry and product design: the spillover effects on consumer inferences. Journal of Business Research, 97, 1-9. https://doi.org/10.1016/j.jbusres.2018.12.039 Bollas, C. (2009a). The evocative object world. Routledge. Bollas, C. (2009b). The infinite question. Routledge. Bonales-Daimiel, G., Mañas-Viniegra, L. y Jiménez-Gómez, I. (2021). El impacto del flat design en el reconocimiento de marcas automovilísticas. Grafica, 9(18), 105-113. https://doi.org/10.5565/rev/grafica.205 Bresciani, S., & Del-Ponte, P. (2017). New brand logo design: customers' preference for brand name and icon. Journal of Brand Management, 24(5), 375-390. https://doi.org/10.1057/s41262-017-0046-4 Cabrera-Martínez, O. (2018). La evolución del prosumidor y las marcas comerciales en la era de las TIC. Revista Kepes, 15(17), 119-150. https://doi.org/10.17151/kepes.2018.15.17.6 Cai, Y., & Mo, T. (2020). Making an exciting brand big: brand personality, logo size and brand evaluation. Canadian Journal of Administrative Sciences, 37(3), 259-267. https://doi.org/10.1002/cjas.1545 Chen, Y. A., & Bei, L. (2019a). Free the brand: how a logo frame influences the potentiality of brand extensions. Journal of Brand Management, 26(4), 349-364. https://doi.org/10.1057/s41262-018-0142-0 Chen, Y. A., & Bei, L. (2019b). The effects of logo frame design on brand extensions. Journal of Product & Brand Management, 29(1), 97-113. https://doi.org/10.1108/JPBM-12-2017-1698 Daniels-McGhee, S., & Davis, G. R. (1994). The imagery-creativity connection. Journal of Creative Behavior, 28(3), 151-176. https://doi.org/10.1002/j.2162-6057.1994.tb01189.x Denis, M., & Cocude, M. (1989). Scanning visual images generated from verbal descriptions. European Journal of Cognitive Psychology, 1(4), 293-307. https://doi.org/10.1080/09541448908403090 Dong, R., & Gleim, M. R. (2018). High or low: the impact of brand logo location on consumers product perceptions. Food Quality and Preference, 69, 28-35. https://doi.org/10.1016/j.foodqual.2018.05.003 Fajardo, T. M., Zhang, J., & Tsiros, M. (2016). The contingent nature of the symbolic associations of visual design elements: the case of brand logo frames. Journal of Consumer Research, 43(4), 549-566. https://doi.org/10.1093/jcr/ucw048 Friese, S. (2021). ATLAS.ti 9 Windows. 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Mejores marcas españolas 2019. https://bit.ly/3jJr7jb/ Japutra, A., Molinillo, S., & Wang, S. (2018). Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality. Journal of Retailing and Consumer Services, 44, 191-200. https://doi.org/ 10.1016/j.jretconser.2018.06.015 Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726. https://doi.org/10.1093/jcr/ucv049 Jin, C., Yoon, M. S., & Lee, J. Y. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50-62. https://doi.org/10.1108/JPBM-09-2017-1587 Johannessen, C. M. (2018). The challenge of simple graphics for multimodal studies: articulation and time scales in fuel retail logos. 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Journal of Product & Brand Management, 26(7), 722-733. https://doi.org/10.1108/JPBM-08-2016-1287 Núm. 26 , Año 2022 : Julio - Diciembre https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/7419/6546 |
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La proyección de la marca a partir del diseño del logo: de la representación visual a la imagenconcepto corporativoThe projection of the brand from the design of the logo: from visual representation to corporate image-conceptidentidad visual corporativa (IVC)imagen corporativalogomarcarepresentación visualcorporate visual identity (CVI)corporate imagelogobrandvisual representationLa relación logo-marca se ha estudiado desde perspectivas parciales que no han profundizado en la capacidad asociativa del diseño logosimbólico. La marca se conforma como una realidad bidimensional en la que convergen aspectos sensibles (tangibles) y conceptuales (intangibles) que quedan depositados en el logo que la representa. El objetivo de esta investigación es analizar las posibilidades simbólico-asociativas del diseño de los logos de algunas de las grandes marcas españolas, con el propósito de explicar las relaciones más determinantes en la configuración de ese concepto corporativoestereotipado (marca). Se propone una triangulación metodológica apoyada en un focus group de ocho personas y una prueba de asociación realizada por 332 sujetos, a quienes se somete a una muestra de los logos de las 10 marcas españolas más valoradas según Interbrand (2019) que encabezan sectores competitivos diferentes. Los resultados indican que estos emblemas se conectan a imágenes sensibles (tangibles), vinculadas a los productos y/o servicios de las marcas estudiadas. Si bien, la asociación del diseño del logo a los elementos visuales que lo componen es muy inferior a la que, a priori, cabría esperar, lo que indica el alto grado de proyección simbólica de estos signos visuales. Además, los 10 logos de la muestra se asocian a imágenes conceptuales (intangibles), relacionadas con los valores que definen la personalidad de las marcas que refieren. Se concluye que los logos se constituyen como estandartes corporativos que hacen confluir, en la complejidad simbólica de su aparente simplicidad estética, múltiples asociaciones entre suexpresión visual y su proyección conceptual. 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.Universidad de Caldas2022-07-01T00:00:00Z2025-10-08T21:36:12Z2022-07-01T00:00:00Z2025-10-08T21:36:12Z2022-07-01Artículo de revistahttp://purl.org/coar/resource_type/c_6501Textinfo:eu-repo/semantics/articleJournal articleinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1application/pdf1794-7111https://repositorio.ucaldas.edu.co/handle/ucaldas/2447110.17151/kepes.2022.19.26.92462-8115https://doi.org/10.17151/kepes.2022.19.26.9https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/7419spa3162627519KepesArroyo-Almaraz, I., & Díaz-Molina, R. (2021). The meme phenome-non in the creative strategy of Netflix Spain on Twitter. Icono14, 19(2), 312-337. https://doi.org/10.7195/ri14.v19i2.1660Barthes, R. (1984). Camera lucida. Reflections on photography. Fontana Paperbacks.Bayunitri, B. I., & Putri, S. (2016). The effectiveness of visualization the logo towards brand awareness (customer surveys on product ‘Peter says denim’). Procedia - Social and Behavioral Sciences, 219, 134-139. https://doi.org/10.1016/j.sbspro.2016.04.054Bettels, J., & Wiedmann, K-P. (2019). Brand logo symmetry and product design: the spillover effects on consumer inferences. Journal of Business Research, 97, 1-9. https://doi.org/10.1016/j.jbusres.2018.12.039Bollas, C. (2009a). The evocative object world. Routledge.Bollas, C. (2009b). The infinite question. Routledge.Bonales-Daimiel, G., Mañas-Viniegra, L. y Jiménez-Gómez, I. (2021). El impacto del flat design en el reconocimiento de marcas automovilísticas. Grafica, 9(18), 105-113. https://doi.org/10.5565/rev/grafica.205Bresciani, S., & Del-Ponte, P. (2017). New brand logo design: customers' preference for brand name and icon. Journal of Brand Management, 24(5), 375-390. https://doi.org/10.1057/s41262-017-0046-4Cabrera-Martínez, O. (2018). La evolución del prosumidor y las marcas comerciales en la era de las TIC. Revista Kepes, 15(17), 119-150. https://doi.org/10.17151/kepes.2018.15.17.6Cai, Y., & Mo, T. (2020). Making an exciting brand big: brand personality, logo size and brand evaluation. Canadian Journal of Administrative Sciences, 37(3), 259-267. https://doi.org/10.1002/cjas.1545Chen, Y. A., & Bei, L. (2019a). Free the brand: how a logo frame influences the potentiality of brand extensions. Journal of Brand Management, 26(4), 349-364. https://doi.org/10.1057/s41262-018-0142-0Chen, Y. A., & Bei, L. (2019b). The effects of logo frame design on brand extensions. Journal of Product & Brand Management, 29(1), 97-113. https://doi.org/10.1108/JPBM-12-2017-1698Daniels-McGhee, S., & Davis, G. R. (1994). The imagery-creativity connection. 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Journal of Product & Brand Management, 26(7), 722-733. https://doi.org/10.1108/JPBM-08-2016-1287Núm. 26 , Año 2022 : Julio - Diciembrehttps://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/7419/6546https://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Llorente Barroso, CarmenMañas Viniegra, LuisGarcía García, Franciscooai:repositorio.ucaldas.edu.co:ucaldas/244712025-10-08T21:36:12Z |