1. WHAT A VISUAL SYMBOL IS?
It is an image aiming to catch the viewer´s attention
This image hides a meaning which should be found out by the viewer
There is usually some kind of connection between the image and the meaning
A symbol always gives an open interpretation that can be changed over time

2. WHAT A VISUAL SIGN IS?
It is an image aiming to clearly communicate something to people
These images take for granted that the viewer already knows the meaning.
Signs are usually gathered into collections labeled as codes
As a concequence, the meaning is socially shared
A sign always gives a closed interpretation that cannot neither change nor be
argued

3. BASIC SYMBOLS

4. 3
Number Three represents the Trinity, the three ages of
human beings, the three stages of time (past, present and
future) and the result of putting together the two first
numbers (1: masculine and 2: feminine)
The Triangle pointing down represents
femininity, water, the moon and fertility
The Triangle pointing up represents
masculinity, fire, the sun and fertility too

5. 4
Number Four usually stands for the annual
seasons, the cardinal points, the colours in a card
deck, the prime elements (air, wind, fire and
water). Olympiads, world cups and other games
take place every four years.
The Square represents the earth and, in
general, order, stability and rationality.

6. 5
Number Five is related to human hands, protection and
salvation. It is also the quintessence, that is, which comes
after the four prime elements.
The Five-pointed star represents a human being
Many strongholds have a
pentagonal shape. Do you know
any building in the USA related to
this shape?
The Five-pointed star represents the devil
when put upside down

7. 6
Number Six represents the universe (remember the
Star of David as a combination of two equilateral
triangles and their meanings). It is also a symbol for
hard working and reliable people because the cells of
a beehive honeycomb are 6-sided.
Hexagons bring about very strong
structures, for instance, the shell of a turtle.
It is a symbol of harmony and perfection

8. CIRCLE
It has been identified with
eternity because it doesn t have
neither beginning nor end.
It is related to perfection
because there is always the
same distance from any point of
the circle to its center.
Think of the domes in many
churchs

9. CORPORATE IDENTITY

10. Corporate identity
It is an activity which looks for increasing the visibility of a
company within the whole society
 It tries to define and develop all the visual aspects of a
company (logo, brand, advertising…)
 It tries to establish a set of values and behaviors
everybody in the company must adhere to
 It tries to become as recognizable as possible among
customers, stakeholders and workers

11. LOGO DESIGN GUIDELINES
1. It must be easy to recognizse and
reproduce
2. It must be simple and easy to remember
3. Colors are very important, however, they
are usually basic ones.

12. Corporate identity
55 examples of Corporate Identity
Another 44 examples of Corporate Identity
10 Tips for designing logos