We investigate in depth the synchronization of coupled oscillators on top of complex networks with different degrees of heterogeneity within the context of the Kuramoto model. In a previous paper [Phys. Rev. Lett. 98, 034101 (2007)], we unveiled how for fixed coupling strengths local patterns of synchronization emerge differently in homogeneous and heterogeneous complex networks. Here, we provide more evidence on this phenomenon, extending the previous work to networks that interpolate between homogeneous and heterogeneous topologies. We also introduce details of the path towards synchronization for the evolution of clustering in the synchronized patterns. Finally, we investigate the synchronization of networks with modular structure and conclude that, in these cases, local synchronization is first attained at the most internal level of organization of modules, progressively evolving to the outer levels as the coupling constant is increased. The present work introduces parameters that are proved to be useful for the characterization of synchronization phenomena in complex networks.