Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain

This study presents a taxonomy to analyze the Corporate Visual Identity (CVI) through the theoretical construction of iconographic variables. The instrument was validated by an expert panel and a pilot test that examined the CVI of the 50 leading pharmaceutical companies in Spain. The instrument was...

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Bibliographic Details
Published in:Gráfica (Bellaterra) 2023-07, Vol.11 (22), p.145-157
Main Authors: Romero-Rodríguez, Luis M., Castillo-Abdul, Bárbara, Sánchez-Holgado, Patricia
Format: Article
Language:cat ; eng
Subjects:
Advertising
Brand image
branding
Communication
Corporate identity
Corporate image
Corporate visual identity
graphic identity
health communication
Iconography
Linguistics
Logos
Pharmaceutical industry
Social networks
Symbolism
Taxonomy
Typography
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Summary:This study presents a taxonomy to analyze the Corporate Visual Identity (CVI) through the theoretical construction of iconographic variables. The instrument was validated by an expert panel and a pilot test that examined the CVI of the 50 leading pharmaceutical companies in Spain. The instrument was organized by graphic elements: iconographic sign, linguistic sign, and plastic sign, and helped to catalog the symbolic components of CVI. In the Spanish case, due to its cultural and social context, pharmaceutical brands prefer typographies with no strokes, simple lines, capital letters, and round and medium strokes.
ISSN:2339-7500
2014-9298
DOI:10.5565/rev/grafica.259