Raposo, DanielMartins, Nuno DuarteBrandão, Daniel2026-01-092026-01-092025RAPOSO, Daniel (2025) -. Competitor map for analysis of brand marks and logo design. Determining the common characteristics of competing logos to a better positioning and differentiation of brand marks. In MARTINS, N. ; BRANDÃO, D. (Eds.) - Advances in Design and Digital Communication. (SSDI, 51). pp. 727–741. DOI: https://doi.org/10.1007/978-3-031-77566-6_53978303177565997830317756662661-81842661-8192http://hdl.handle.net/10400.11/10447The proposal presented in this study is a consolidated version that stems from previous proposals, the fruit of multiple practical approaches, tests, dialogues and discussions for which were essential: Fernando Moreira da Silva, Juan Ramón Martín San Román, Rogério Ribeiro, Mariana Amaral, Ricardo Correia, Fernando Oliveira, Cátia Rijo and João Neves.This paper is a case report, presenting a method to dissect brand marks (logotypes and/or symbols) and Visual Identity Systems to inform the logo design process. The proposed method of competitors’map allows to scrutinize features and to identify existing common characteristics among sets of competing brand marks, improving decision making during the design phase, namely, the better paths to ensure graphic and semantic positioning and differentiation. This proposal of competitors’ map of brand marks and Visual Identity results from a research process conducted thought a mixed methodology, comprising non-interventionist components, such as literature review, dissection of existing methods and direct observation, followed by exploratory active research grounded on project design. Regarding results, we present a methodology and techniques to dissect brand marks and Visual Identity Systems, including strategies for analysing visual data and drawing conclusions about common denominators. This proposal of competitors’map of brand marks was validated by professionals in professional projects and with students in academic work.engCompetitor mapAnalysis of brand markAnalysis of logotypesAnalysis of logosAnalysis of symbolsBrand mark and logo design processbook part2026-01-06cv-prod-424672710.1007/978-3-031-77566-6_53