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- Title
LA IDENTIDAD VISUAL DEL LUJO EN ESPAÑA.
- Authors
SALVADOR RIVERO, ANDREA; MONTES VOZMEDIANO, MANUEL
- Abstract
The analysis of the logos of 66 Spanish companies included in the Spanish Luxury Association will show the graphical trends of corporate visual identities of this sector. Content analysis was used to record manifest and latent variables. 22 variables were recorded and studied, mainly formal features (color, fonts or iconic components), but other variables have been taken into consideration, such as language and type of reference in the logos (latent in the iconic and textual signs) which usually refers to either the sector or business (product or service offered). This analytical model allowed us to find out logo's connotation of the companies included in the study, as well as to define their degree of functionality and its association with luxury, a booming market in Spain which makes this study particularly relevant. Findings show a clear trend toward minimalism in design, the use of flat pictograms (without volumetric claims), the prevalence of the black, gold and silver chromatic triad as an element of sector's differentiation and the employment of foreign terms that confer an international character to Spanish luxury brands, among other considerations.
- Publication
Revista Prisma Social, 2016, Issue 17, p1
- ISSN
1989-3469
- Publication type
Article