SpringerLink
Log in

Brand Marks Analysis. Criteria and Evaluation Components to an Analysis Tool

  • Conference paper
  • First Online:
Advances in Creativity, Innovation, Entrepreneurship and Communication of Design (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 276))

Included in the following conference series:

  • 2904 Accesses

Abstract

Brand Mark is one of the most relevant visual identity elements for the differentiation and identification of a brand and often the most used sign in various media. Although the effectiveness of some contemporary brand visual identity systems does not depend heavily on an easily recognizable symbol and/or logotype, Brand marks still play a very relevant role in most cases, especially in small systems.

Previous studies were dedicated to the definition of selection and design criteria, as well as to the identification of connotations and Brand marks typologies in specific markets.

However, the need for a tool for analysis and evaluation of Brand Marks persists, detecting graphic sectorial codes and the characteristics that determine symbolic and graphic effectiveness, power of fascination and comprehension.

This work takes Visual Identity as research field of study and Brand marks as the research topic. The investigative process deals with the Semantic and Syntactic analysis of its infrasign of Brand Marks, in its relationship with the brand image.

Based on literature review and framework of other studies or previous proposals, our main results are the definition of design principles and the identification of components that integrate the Brand Competitors Map for analysis of visual identity systems and of Brand Marks in particular.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
EUR 29.95
Price includes VAT (Germany)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
EUR 117.69
Price includes VAT (Germany)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
EUR 160.49
Price includes VAT (Germany)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free ship** worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  1. Raposo, D.: La Letra como Símbolo de Identidade Visual Corporativa: Codificación y descodificación visual del sistema de identidade. Ph.D. Thesis. FA-UTL, Lisbon University (2012)

    Google Scholar 

  2. Costa, J.: Design para os olhos. marca, cor, identidade, sinalética. Dinalivro (2011)

    Google Scholar 

  3. Raposo, D., Oliveira, F., Farinha, L.: From identity into brand visual identity: finding and defining the intangible brand DNA. In: Farinha, L., Raposo, D. (eds.) Handbook of Research on Driving Industrial Competitiveness with Innovative Design Principles, pp. 66–85. IGI Global (2020). https://doi.org/10.4018/978-1-7998-3628-5.ch005

  4. Balmer, J.: Corporate identity, corporate branding and corporate marketing Seeing through the fog. Eur. J. Mark. 35(3/4), 248–291 (2001). https://doi.org/10.1108/03090560110694763

    Article  Google Scholar 

  5. Wally, O., Elinor, S.: Corporate Identity Audit. Financial Times Prentice Hall, Hoboken (1999)

    Google Scholar 

  6. Tajada, L.Á.: La auditoria de la imagen de empresa: métodos y técnicas de estudio de la imagen. Editorial Sintesis, Madrid

    Google Scholar 

  7. Wheeler, A.: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. John Wiley & Sons Inc., Hoboken, NJ (2003)

    Google Scholar 

  8. Raposo, D.: A statment on branding and visual identity – Branding process. In: 4th DIGICOM – International Conference on Design and Digital Communication (2020)

    Google Scholar 

  9. Olins, W.: Brand New: The Shape of Brands to Come. Thames and Hudson, London (2014)

    Google Scholar 

  10. Martins, N., Martin-Sanroman, J., Suárez-Carballo, F.: The Design Process in the improvement of the experience between a brand and its target audience through a digital product: the Lexus Portugal’s used car website case study. Adv. Sci. Technol. Eng. Syst. J. 5(5), 620–629. (2020). https://doi.org/10.25046/aj050576

  11. Raposo, D., Ribeiro, R., Amaral, M., da Silva, F.M., Martin Sanromán, J.R.: The brand mark competitors map as visual research tool. using graphic and symbolic data in the brand visual identity project. In: Rebelo, F., Soares, M.M. (eds.) AHFE 2019. AISC, vol. 955, pp. 91–102. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-20227-9_9

    Chapter  Google Scholar 

  12. Laginha; C., Raposo, D., Neves, J.: La escala de iconicidad en el ámbito de las marcas gráficas. In: Fernández Iñurritegui, L., Herrera, E. (eds.) Libro de Actas del Primer Congreso de Diseño Gráfico: Marcas Gráficas de Identidad Corporativa. Donostia (San Sebastián): Grupo de Investigación en Diseño Gráfico y Tipografía/Universidad del País Vasco, pp: 153–160. (2016) ISBN: 978-8-49-082425-2

    Google Scholar 

  13. Noth, W.: Handbook of semiotics. Indiana University Press, Bloomington (1995)

    Google Scholar 

  14. Costa, J.: La Imagen de Marca. Paidós Diseño, Barcelona (2004)

    Google Scholar 

  15. Buck, G.: Trademark Power. Munroe & Southworth Publishers, Chicago (1916)

    Google Scholar 

  16. Costa, J.: La Identidad Visual. Edicions Club Master7, Barcelona (1977)

    Google Scholar 

  17. Blanchard, G.: Pour une sémiologie de la typographie. Ph. D. Thesis. Ecole des beaux-arts de Besançon. R. Magermans, Andenne (1979)

    Google Scholar 

  18. Blanchard, G.: La Letra. Ediciones CEAC, Barcelona (1988)

    Google Scholar 

  19. Blanchard, G.: Aide au choix de la typo-graphie. Cours supérieur. Atelier Perrouseaux (2003)

    Google Scholar 

  20. Haig, W. L.: How and Why Credibility-Based Company Logos are Effective in Marketing Communication in Persuading Customers to Take Action: A Multiple Case Study Toward a Better Understanding of Creativity in Branding. Ph.D. Thesis. Southern Cross University, Lismore, Australia (2006)

    Google Scholar 

  21. Haig, W.L., Harper, L.: The Power of Logos: How to Create Effective Company Logos. International Thomson Publishing Company, New York (1997)

    Google Scholar 

  22. Henderson, P., Cote, J.: Guidelines for selecting or modifying logos. J. Mark. 62(2), 14–30 (1998). https://doi.org/10.2307/1252158

    Article  Google Scholar 

  23. Henderson, P.W., Giese, J.L., Cote, J.A.: Impression management using typeface design. J. Mark. 68(4), 60–72 (2004). https://doi.org/10.1509/jmkg.68.4.60.42736

    Article  Google Scholar 

  24. Schechter, A.H.: Measuring the value of corporate and brand logos. Des. Manage. J. (Former Ser.) 4, 33–39 (1993). https://doi.org/10.1111/j.1948-7169.1993.tb00124.x

    Article  Google Scholar 

  25. Childers, T.L., Jass, J.: All dressed up with something to say: effects of typeface semantic associations on brand perceptions and consumer memory. J. Consum. Psychol. 12, 93–106 (2002). https://doi.org/10.1207/S15327663JCP1202_03

    Article  Google Scholar 

  26. Doyle, J.R., Bottomley, P.A.: Dressed for the occasion: font-product congruity in the perception of logotype. J. Consum. Psychol. 16, 112–123 (2006). https://doi.org/10.1207/s15327663jcp1602_2

    Article  Google Scholar 

  27. Fernández Iñurritegui, L.: El discurso del diseño gráfico. Los signos de Identidad Corporativa como textos visuales. Bilbao: diseiñu. Ikus komunikazioa (2007)

    Google Scholar 

  28. Georgiev, G; Nagai, Y.; Taura, T.; Morita, J.: Coordinating meanings of logotypes for support of the design process. In: ConnectED 2007 International Conference on Design Education. (CD-ROM), p. 4, University of New South Wales, Sydney, Australia (2007)

    Google Scholar 

  29. Coelho, R.: Semiótica da Marca: Contributos para a construção de uma Sintaxe e Retórica Visual na Prática do Design de Identidade. Faculdade de Belas Artes da Universidade do Porto, Porto (2013)

    Google Scholar 

  30. Valls, F. d’A.: Del poder de los símbolos a los símbolos del poder: apuntes para un análisis de la simbología financiera en el mundo. Documentos del CIAC – Imagen de Empresa – Comunicación: Mass media, diseño, casos práticos. CIAC, Noviembre, Barcelona (1980)

    Google Scholar 

  31. Valls, F. d’A.: La simbología financiera en el mundo. Documentos del CIAC – Imagen de Empresa – Comunicación: Mass media, diseño, casos práticos. CIAC, Enero, Barcelona (1981)

    Google Scholar 

  32. Bowie, J.: Innovation, Imitation, Legitimacy and Deviance in the Design of Graphical Trademarks in the United States, 1884–2003. Ph.D. Thesis. The University of Arizona (2005)

    Google Scholar 

  33. Ribeiro, M.: Marcas Territoriais em Portugal: uma análise semiótica. 1º Congresso Internacional em Marcas/Branding. Leiria. Instituto Politécnico de Leiria, Portugal (2014)

    Google Scholar 

  34. Oliveira, F.: Diagramas & Marcas: Contributos sobre a utilização de diagramas na conceção e análise do discurso visual das marcas. Ph.D. Thesis. Lisbon University. (2015)

    Google Scholar 

  35. Rijo, C.: Graphic expression and semantic analyze on brand mark creation. In: Raposo, D., Neves, J., Silva, J., Correia Castilho, L., Dias, R. (eds.) Advances in Design, Music and Arts. EIMAD 2020. Springer Series in Design and Innovation, vol. 9. Springer, Cham. (2021). https://doi.org/10.1007/978-3-030-55700-3_5

  36. Chen, Y.-T., Cai, D., Huang, H.-F., Kuo, J.: An evaluation model for graphic design works. In Proceedings of Sixth Asian Design Conference, pp. 14–17, Tsukuba, Japan (2003)

    Google Scholar 

  37. Jenkins, N.: La identidad visual de la empresa. Deusto, Bilbao (1993)

    Google Scholar 

  38. Schmitt, B., Simonson, A.: Marketing y estética: la gestión estratégica de la marca, la identidad y la imagen. Ediciones Deusto, Bilbao (1998)

    Google Scholar 

  39. Gonzáles Solas, J.: Identidad Visual Corporativa: La imagen de nuestro tiempo. Editorial Sintesis (2004)

    Google Scholar 

  40. Mollerup, P.: Marks of Excellence: The History and Taxonomy of Trademarks. Phaidon Press, Londres (1997)

    Google Scholar 

  41. Gamonal Arroyo, R.: Logos, ethos, pathosretórica y creatividad en el diseño gráfico. Ph.D. Thesis. Universidad Complutense de Madrid (2011)

    Google Scholar 

  42. Helmann, E.; Switzer, B.: Rhtoric of logos. A primr for a visual Language. Niggli, Zurich (2017)

    Google Scholar 

  43. Vinyeta, M.: Dibujando marcas. Creación de marcas comerciales, letras y símbolo. Su aplicación práctica. CEAC, Barcelona (1969)

    Google Scholar 

  44. Parramón, J.M.: Lettering & Logotypes. Watson-Guptill Publications, New York (1991)

    Google Scholar 

  45. Krause, J.: The logo Brainstorming Book. A Comprehensive Guide for Exploring Design Directions. How Books, Georgetown (2012)

    Google Scholar 

  46. Thomas, G.: How to Design Logos, Symbols & Icons. How Design Books, Cincinnati (2000)

    Google Scholar 

  47. Morioka, A.: Logo Design Workbook. A Hands-On Guide to Creating Logos. Rockport Publishers, Massachusetts (2006)

    Google Scholar 

  48. Chaves, N.; Belluccia, R.: La marca Corporativa: Gestión y Diseño de símbolos y logotipos. Paidós, Buenos Aires (2003)

    Google Scholar 

  49. Strunck, G.: Como criar identidades visuais para marcas de sucesso. Rio Books, Rio de Janeiro (2007)

    Google Scholar 

  50. Gernsheimer, J.: Designing Logos. The process of creating symbols that endure. Allworth Press, New York (2008)

    Google Scholar 

  51. Napoles, V.: Corporate Identity Design. John Wiley & Sons, New York (1951)

    Google Scholar 

  52. Bettis, R.A., Hitt, M.A.: The new competitive landscape. Strat. Mgmt. J. 16, 7–19 (1995). https://doi.org/10.1002/smj.4250160915

    Article  Google Scholar 

  53. Nestor, D.-B.: The competitive landscape of online platforms, No 2017–04, JRC Working Papers on Digital Economy, Joint Research Centre (Seville site) (2017). https://EconPapers.repec.org/RePEc:ipt:decwpa:2017-04

  54. Budelmann, K., Kim, Y., Wozniak, C.: Essential Elements for Brand Identity. Rockport Publishers, Beverly (2010)

    Google Scholar 

  55. Johnson, M.: Branding in five and half steps. Thames & Hudson, London (2019)

    Google Scholar 

  56. Carter, D.A.: Corporate Identity Manual. Art Direction Books, Glenbrook (1998)

    Google Scholar 

  57. Melissa, D.: More than a Name. An introduction to Branding. Ava Academia, London (2005)

    Google Scholar 

Download references

Acknowledgments

CIAUD, Lisbon School of Architecture, Universidade de Lisboa, Rua Sá Nogueira, 1349–063 Lisboa.

Author information

Authors and Affiliations

  1. CIAUD, Lisbon School of Architecture, Portugal and RETHINK, Research Group on Design for the Territory, Universidade de Lisboa, Rua Sá Nogueira, 1349-063, Lisbon, Portugal

    Daniel Raposo, Fernando Moreira da Silva, João Neves & José Silva

  2. Polytechnic Institute of Castelo Branco, Av. Pedro Álvares Cabral, nº 12, 6000-084, Castelo Branco, Portugal

    Daniel Raposo, João Neves, José Silva, Rogério Ribeiro & Ricardo Correia

Authors
  1. Daniel Raposo
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Fernando Moreira da Silva
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. João Neves
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. José Silva
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Rogério Ribeiro
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Ricardo Correia
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Daniel Raposo .

Editor information

Editors and Affiliations

  1. School of Management, University College London, London, UK

    Evangelos Markopoulos

  2. Department IELM, Hong Kong University of Science and Technology, Hong Kong, Hong Kong

    Ravindra S. Goonetilleke

  3. School of Arts and Social Science, The Open University of Hong Kong, Ho Man Tin, Kowloon, Hong Kong

    Amic G. Ho

  4. Asian Ergonomics Design Lab, The Hong Kong Polytechnic University, Kowloon, Hong Kong

    Yan Luximon

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Raposo, D., da Silva, F.M., Neves, J., Silva, J., Ribeiro, R., Correia, R. (2021). Brand Marks Analysis. Criteria and Evaluation Components to an Analysis Tool. In: Markopoulos, E., Goonetilleke, R.S., Ho, A.G., Luximon, Y. (eds) Advances in Creativity, Innovation, Entrepreneurship and Communication of Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 276. Springer, Cham. https://doi.org/10.1007/978-3-030-80094-9_52

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-80094-9_52

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-80093-2

  • Online ISBN: 978-3-030-80094-9

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation