The Visual-Digital Identity of Corporate Brands: A Study of Neuromarketing in Young People from Spain and Portugal


  • Luis Mañas-Viniegra Universidad Complutense de Madrid
  • Dora Santos-Silva Universidade Nova de Lisboa
  • Sheila Liberal Ormaechea Universidad Francisco de Vitoria


corporate visual identity, brand, neuromarketing, flat design, digital communication


The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media.

Author Biographies

Luis Mañas-Viniegra, Universidad Complutense de Madrid

Profesor ayudante doctor en la Universidad Complutense de Madrid y miembro del grupo de investigación Gestión de Marcas y Comunicación Integrada.

Dora Santos-Silva, Universidade Nova de Lisboa

Profesora Auxiliar Invitada en la Universidade Nova de Lisboa, NOVA-FCSH, en el Departamento de Ciencias de la Comunicación

Sheila Liberal Ormaechea, Universidad Francisco de Vitoria

Vicedecana de Investigación en la Facultad de Comunicación de la Universidad Francisco de Vitoria,


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