Recognition process (1) of an object (An) in a query image (2), performing a training step(6) that comprises: -providing (20) a set of training images (Ti), each training image (Ti) comprising an object tag (LOGOi); -determining (21) for each training image (Ti) of said set a plurality of first descriptors (11), each first descriptor (11) being a vector that represents pixel properties in a subregion (Sri) of the associated training image (Ti); -determining (23) a group of exemplar descriptors (111) describing the set of training images (Ti) and resulting from a selection of the first descriptors (11)based on the position of said subregion (Sri) in the associated training image (Ti) and on the pixel properties of said first descriptors (11); performing a query step (7) comprising: -receiving (30) the query image (2) and defining (31) a plurality of vectors (V') of second descriptors (3) describing the properties of said query image (2); -determining (35) a visual similarity coefficient based on a comparison between each one of said second descriptor (3) of said query image (2) and each one of said exemplar descriptors (111) of said group in order to automatically recognize the object (An) in said query image (2) with respect to the object tag (LOGOi) coupled to one of said exemplar descriptor (111).