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

Autor:	Luis M. Romero-Rodríguez, Bárbara Castillo-Abdul, Patricia Sánchez-Holgado
Jazyk:	Catalan; Valencian<br />English<br />Spanish; Castilian
Rok vydání:	2023
Předmět:	Corporate visual identity graphic identity health communication image branding Drawing. Design. Illustration NC1-1940
Zdroj:	Grafica: Documents de Disseny Gràfic, Iss EP (2023)
Druh dokumentu:	article
ISSN:	2339-7500 2014-9298
DOI:	10.5565/rev/grafica.259
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/6c6dd6b8ed4e4402be05a111491dda4c Zobrazit plný text záznamu View record in DOAJ