Identidad visual corporativa de las entidades financieras en España: análisis de contenido iconográfico-simbólico en web

Arlen Sanz Peralta; Marta Ortiz Ramos; Luis M. Romero-Rodriguez

doi:10.31921/doxacom.n37a1754

Authors

Arlen Sanz Peralta Rey Juan Carlos University , Spain https://orcid.org/0000-0002-1827-3010
Marta Ortiz Ramos University Rey Juan Carlos, Soain https://orcid.org/0000-0002-6112-1055
Luis M. Romero-Rodriguez Rey Juan Carlos University & ESAI Business School, Spain https://orcid.org/0000-0003-3924-1517

DOI:

https://doi.org/10.31921/doxacom.n37a1754

Keywords:

identidad visual corporativa, identidad gráfica, sector financiero, banca , imagen

Abstract

This research examines the visual identity of the 72 leading financial institutions operating in Spain through an ad hoc analysis model of iconographic-symbolic content. For this purpose, an analysis sheet is designed and validated, with theoretical variables where each sample object responds to categories grouped by similarity and under formal criteria obtained from the study of all the literature related to the fundamental graphic elements - iconic, linguistic, and plastic sign - and their application to the virtual world. The results show that legibility and modernity are priorities in the majority of the sample corpus, with a typographic style without finials, simple strokes, capital, round and medium-thickness characters. In addition, the entities prefer other values apart from professionalism and stability, such as closeness or trust, making use in the compositions of a quality range of 2-3 color combinations in which the balance between cold and warm colors is appreciable. For the sake of responsive web design, financial institutions are inclined to stay on the sidelines and not do without any elements in their visual identities, leading the way in the use of logotypes.

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Author Biographies

Arlen Sanz Peralta, Rey Juan Carlos University , Spain

Graduated in Advertising and Public Relations and in Business Administration and Management from Universidad Rey Juan Carlos de Madrid. From 2018 to 2020 she worked for the French outdoor communication group JCDecaux, and since 2021 in the media marketing area of GroupM (WPP), one of the best known media agency groups worldwide.
Marta Ortiz Ramos, University Rey Juan Carlos, Soain

Graduated in Advertising and Public Relations and in Business Administration and Management from Universidad Rey Juan Carlos de Madrid. Master in Graphic Design and Web Design (2020) by the School of Image CEV and the Distance University of Madrid (UDIMA). During 2022 he has been part of the National Tour of Young Talents of C de C, Club de Creativos. In terms of work experience, from 2019 to 2020 she worked in the Marketing Department of the multi-business restaurant group Alsea. Currently, she is part of the advertising agency Lady Brava where she works as a junior creative.
Luis M. Romero-Rodriguez, Rey Juan Carlos University & ESAI Business School, Spain

Associate Professor of Strategic Communication at the Department of Communication Sciences and Sociology, Universidad Rey Juan Carlos (Madrid, Spain). Visiting Professor at ESAI Business School, Universidad Espíritu Santo (Guayaquil, Ecuador). PhD in Communication from the universities of Huelva, Malaga, Seville and Cadiz (Spain). Master in Social Communication from the University of Almeria (Spain). Associate Editor of Comunicar Journal (JCR and Scopus Q1) and Anàlisi Journal (Scopus Q2).

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