Corporate Visual Identity in Pharma: A Symbolic Analysis of Spanish Logos

What is this article about?

This article presents an iconographic-symbolic model to analyze the Corporate Visual Identity (CVI) of the 50 top-ranked pharmaceutical companies in Spain. Developed by Romero-Rodríguez, Castillo-Abdul, and Sánchez-Holgado, the study introduces a validated instrument to decode logos using graphic variables across iconographic, linguistic, plastic, and chromatic dimensions.

Why is it important?

This article explains how visual identity contributes to brand recognition and reputation, especially in sectors like pharmaceuticals where trust, clarity, and professionalism are crucial. The study offers a replicable tool for analyzing brand identity beyond aesthetics, extending into symbolic meaning and cultural alignment.

Key Findings: Visual Trends in Spanish Pharma Logos

1. Imagotypes dominate the sector

Most companies use imagotypes (text + symbol) to improve recognizability. Logos are generally simple, bold, and favor left-aligned symbols with right-aligned text.

2. Non-figurative designs are most common

• 52% use non-figurative symbols.

• Only one company (Lundbeck) uses a realistic icon.

• Minimalism is the preferred visual style.

3. Typography conveys tradition and simplicity

• 82% of logos include one-word names, often patronymic.

• Sans serif (palo seco) fonts dominate, typically in bold and round forms.

• Most use capital letters, which suggest clarity and authority.

Color Psychology in Pharma Branding

• Blue is the most frequent color, associated with trust, science, and calm.

• Green and red follow, used in specific product areas like nutrition or medical devices.

• Most logos are monochromatic or dyads, ensuring simplicity and readability.

Design Elements and Symbolic Choices

• 50% of logos avoid any shape or symbol, relying solely on typography.

• When symbols are present, basic shapes (circles, squares) and health-related icons (DNA, pills, mortar) are common.

• Most companies avoid additional graphic effects, favoring clarity over decoration.

FAQs

Q: What is an imagotype?
A: A logo format combining a symbol and text as independent but complementary elements.

Q: Why is blue so dominant in pharmaceutical logos?
A: Blue evokes calmness, trust, and medical authority, aligning with industry values.

Q: How was the model validated?
A: Through expert panel review and a pilot test with high reliability (Cronbach’s α = 0.91).

Q: Can this analysis apply to other industries?
A: Yes. The model is generalizable and can be used to study CVI in other sectors.