Assessment Of The Effectiveness Of The Spanish Ngos Brand Design

Currently the brand is a fundamental intangible and therefore achieving an effective design must be considered a priority objective for any organization. This research starts from the identification of the key factors in the design of graphic brands to apply them to the evaluation of the effectiveness degree of a corporate design. Specifically, 273 Spanish NGO brands are analyzed according to the degree of compliance with four criteria (readability, simplicity, association and versatility) and then assess their level of graphic efficiency. The results show that the brands of the NGOs analyzed are located in an intermediate position in terms of efficacy with respect to the measured criteria and that there are opportunities for improvement, especially in the criteria of association and simplicity. It has also been verified that the level of effectiveness of corporate graphics is related to the NGO's annual budget and the type of activity it carries out; but not with the year of creation or with the geographical scope of action. As a key contribution, this work presents a methodology that allows measuring the graphic efficiency of the brands in a sector and assessing the evolution of this efficiency over time.