Logo, branding and their influence on the brand. A study case: The logo-symbol of ecopetrol 2003

Abstract

This article has two general objectives: firstly, to analyze the visual identity in the five logo-symbols used by the Colombian oil company (Ecopetrol) since 1953, based on the analysis of the sign, the icon, the logo and the isotype. Secondly, to determine the impact of the last logo-symbol on the consumer’s perception, the acceptance and recognition of the activities, products and social-corporate and environmental responsibility of the company Ecopetrol. Emphasis is put on the branding and how it infiuences the brand. To attain these objectives, a qualitative and quantitative research was designed and supported by the conceptual framework of the corporate marketing. This refiection is developed as a part of this research.