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 wa...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Catalan |
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Universitat Autònoma de Barcelona
2023-03-01
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| Series: | Grafica: Documents de Disseny Gràfic |
| Subjects: | |
| Online Access: | https://revistes.uab.cat/grafica/article/view/259 |
| _version_ | 1797847766302457856 |
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| author | Luis M. Romero-Rodríguez Bárbara Castillo-Abdul Patricia Sánchez-Holgado |
| author_facet | Luis M. Romero-Rodríguez Bárbara Castillo-Abdul Patricia Sánchez-Holgado |
| author_sort | Luis M. Romero-Rodríguez |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-04-09T18:17:12Z |
| format | Article |
| id | doaj.art-6c6dd6b8ed4e4402be05a111491dda4c |
| institution | Directory Open Access Journal |
| issn | 2339-7500 2014-9298 |
| language | Catalan |
| last_indexed | 2024-04-09T18:17:12Z |
| publishDate | 2023-03-01 |
| publisher | Universitat Autònoma de Barcelona |
| record_format | Article |
| series | Grafica: Documents de Disseny Gràfic |
| spelling | doaj.art-6c6dd6b8ed4e4402be05a111491dda4c2023-04-12T23:58:38ZcatUniversitat Autònoma de BarcelonaGrafica: Documents de Disseny Gràfic2339-75002014-92982023-03-01EP10.5565/rev/grafica.259Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in SpainLuis M. Romero-RodríguezBárbara Castillo-AbdulPatricia Sánchez-Holgado 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. https://revistes.uab.cat/grafica/article/view/259Corporate visual identitygraphic identityhealth communicationimagebranding |
| spellingShingle | Luis M. Romero-Rodríguez Bárbara Castillo-Abdul Patricia Sánchez-Holgado Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain Grafica: Documents de Disseny Gràfic Corporate visual identity graphic identity health communication image branding |
| title | Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain |
| title_full | Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain |
| title_fullStr | Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain |
| title_full_unstemmed | Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain |
| title_short | Iconographic-symbolic analysis model of Corporate Visual Identity (CVI): Application test on pharmaceutical companies in Spain |
| title_sort | iconographic symbolic analysis model of corporate visual identity cvi application test on pharmaceutical companies in spain |
| topic | Corporate visual identity graphic identity health communication image branding |
| url | https://revistes.uab.cat/grafica/article/view/259 |
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