Logo Design Analysis Protocol (LDAP): a tool for the systematized analysis of visual brands

Abstract

The Logo Design Analysis Protocol (LDAP) allows visual brands to be analyzed systematically, with the objective of enhancing their comparison. The formal analysis is structured in three phases: selection, analysis and comparison. In this research, the protocol is developed using Grounded Theory and is applied to 38 brands (23 for the identification of variables and 15 for their application and validation). The LDAP analyzes 62 variables in 3 dimensions: global brand (22), textual element (23) and iconic element (17). The manual is presented for use in future research.