The logo, as an institutional graphic representation, transmits the values and fundamental principles of the institutions. The objective of the research was to expose the factors that can motivate changes in the iconic and chromatic elements that make up logos, and the benefits that these can have for higher education institutions. The methodology used was qualitative and documentary, with 18 units of analysis from 2010 to 2022, the logos of the State University of Milagro in Ecuador were compared. Among the results, it has been observed that the correct graphic conformation of the logos can help correct weaknesses in the visual identity of the institutions that present brand association problems. It concludes, that the lack of knowledge of the structural principles of the identity manual and of the brand projection are causes of the bad perception that the public has of the values, principles, and technological scope of the institutions.