Since the very beginning, companies and organisations have tried to associate themselves with an image which helps them to be recognised. The importance of these logos and corporate images has increased as the company tries to transmit its values and experience and build a reputation for itself. Vives Azulejos y Gres is no different with its own logo that has been evolving since 1957. It is now more compact, simpler and strongly associated to the colour red using it as its corporate identity. We can see the evolution of the Vives’ logo in the slideshow and how little by little it changes to form today’s simple geometric, almost minimalist yet powerful shape. Vives have always associated the brand with its products since it was established in 1957 with Azulejos Vives S.L. Each change has come about with a different strategic direction being born such as with VIVESGRES launching a new line of pioneering products to the ceramic market.