espanolEl presente trabajo se centra en el diseno de marcas corporativas de distintas culturas y paises. Su objetivo principal es determinar si existen diferencias significativas entre las marcas utilizadas en unos y otros paises. Para ello, el estudio analiza y compara 468 marcas de 16 paises diferentes agrupados en cinco culturas (paises escandinavos, paises de lengua germanica, Estados Unidos, paises asiaticos y paises de Europa latina). Los resultados muestran diferencias y semejanzas en el diseno de las marcas de diferentes paises. Algunos factores del diseno parecen depender de la cultura (formas y motivos utilizados en el simbolo, color principal) y otros parecen ser independientes (representatividad, familia tipografica, numero de colores...). Esta independencia de la cultura puede explicarse a traves de los criterios tecnicos, comunicacionales y legales que influyen en el diseno de marcas y que parecen ser comunes a todas las culturas. El estudio muestra a los disenadores que deberian diferenciar entre los factores que pueden permanecer inalterables y aquellos que deben adaptarse a las culturas cuando disenan un logo para un entorno multinacional o global English«Culture’s infl uence on brand design». Th is work focuses on the design of corporate brands from diff erent cultures and countries. Th e main aim is to establish whether there are signifi cant diff erences between brands used in one country or another. To do so, the study analyses and compares 468 brands from 16 diff erent countries grouped into fi ve cultures (Scandinavian countries, Germanic-speaking countries, the United States, Asian countries and Latin Europe). Th e results show design diff erences and similarities in brands from different countries. Some design factors seem to be dependent on the culture (forms and motifs used in the symbol, main colour) and others seem to be independent (representativeness, typographical layout, number of colours...). Th is cultural independence could be explained through technical, communicational and legal criteria that infl uence the design of brands and which appear to be common to all cultures. Th e study shows designers that they should diff erentiate between unalterable factors and those that need to adapt to the culture when designing a logo for a multinational or global environment.