Formal and strategic trends in corporate visual identity: a comparative analysis of the corporate logos of organizations listed in the best global brands ranking and the Ibex 35

Abstract

The corporate logo is a central strategic element in the construction of corporate visual identity. This article analyses and compares the formal and strategic characteristics of the corporate logos of organisations listed in Interbrand's Best Global Brands ranking and the Spanish stock market index Ibex 35, with the aim of identifying the main visual trends shaping contemporary brand identity design. The study adopts a quantitative-comparative design based on visual content analysis of a sample of 135 corporate logos, representing 100% of the target population, and employs an analysis protocol structured around the plastic, iconic and linguistic sign. The results reveal a widespread trend towards formal simplification, two-dimensionality, chromatic reduction and the predominance of logotypes, especially among global brands, which exhibit greater homogeneity and visual standardisation. Ibex 35 brands, while sharing these trends, show greater formal and strategic diversity, conditioned by historical, sectoral and cultural factors. The study is proposed as an exploratory and systematic approach to an object of analysis that has rarely been studied comparatively, and provides an empirical basis for future research on the relationship between international projection, economic value and the visual configuration of corporate identity.