A comprehensive review on logo literature: research topics, findings, and future directions
research to pics: 1) theoretic al foundation s, 2) logo design/re design, 3) basic lo go elements, 4) additiona l logo elements, 5) ou tcomes of logo use, an d 6) practical appli cations of logo use.
A Study of 597 Logos Shows Which Kind Is Most Effective
Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect ...
A comprehensive review on logo literature: research topics, findings
Specifically, we review 124 studies published in business journals over the past 30 years, and classify them into six major research topics: 1) theoretical foundations, 2) logo design/redesign, 3) basic logo elements, 4) additional logo elements, 5) outcomes of logo use, and 6) practical applications of logo use. Finally, we suggest future ...
The Visual Asymmetry Effect: An Interplay of Logo Design and Brand
This research helps illustrate how and why logo design and brand personality can jointly affect brand equity. This research is also managerially important because the brand personality of excitement is widely used across industries and markets (Aaker 1997; Aaker, Benet-Martinez, and Garolera 2001; Aaker, Fournier, and Brasel 2004; Sundar and Noseworthy 2016).
Brand logo design: examining consumer response to naturalness
- This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs ...
From the brand logo to brand associations and the corporate identity
Brand logos are a fundamental part of the corporate visual identity, and their reception has been vigorously researched. The focus has been on the visual traits of the logo and their effect on the reception process, whereas little attention has been paid to how the logo becomes part of the brand. This article narrows this research gap in investigating how a new logo is evaluated, how the ...
A comprehensive review on logo literature: research topics, findings
This article attempts to provide an overarching research framework based on an extensive and comprehensive review of the existing logo literature and provides practitioners with guidelines that help manage logos for their businesses. ABSTRACT Logos as a visual cue can help firms communicate their unique identities and capture consumers' attention. Despite the importance and prevalent use of ...
Effective Logo Design
The aim of this paper is to translate and expand the concept of logo effectiveness in the field of visual logo designs by identifying and understanding various factors that influence consumer perception of logos. The current research investigates numerous factors which influence the effectiveness of logo design including human perception factor ...
Brand Logo Design Research Papers
Design/methodology/approach - The first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos.
PDF The role of brand logos in firm performance
The role of brand logos in firm performance C. Whan Park a,⁎, Andreas B. Eisingerich b,1, Gratiana Pol a, Jason Whan Park c,2 a Marshall School of Business, University of Southern California, Los Angeles, CA 90089‐0403, United States b Marketing, Imperial College Business School, Imperial College London, London SW 7 2AZ, UK c Strategy, College of Business, City University of Hong Kong ...
Brand logo and brand gender: examining the effects of natural logo
This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo ...
Let the Logo Do the Talking: The Influence of Logo Descriptiveness on
SUBMIT PAPER. Journal of Marketing Research. ... However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand ...
Brand logo design: examining consumer response to naturalness
Purpose - This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology ...
Logos serve a fundamental role as the visual figureheads of brands. Yet, due to the difficulty of using unstructured image data, prior research on logo design has largely been limited to non-quantitative studies. In this work, we explore the interplay between logo design and brand identity creation from a data-driven perspective.
(PDF) Journal of Product & Brand Management Brand logo design
Purpose - This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely naturalness, and investigated the influence of the different types of natural logo designs on affective response.
How to Design a Logo
In figure 2 there are two levels, first the research and the second, the graphic one. Fig. 2. The two levels in a design guide book In this figure someone can see the two important works: theory and graphics. There are only a few indications about stages for logo design. Different logo design businesses have their policy and may have more stages.
PDF An Exploration of Impact of Logo Redesign on Brand Image
This research paper has helped to find the impact of logo redesign on brand image, when the company or brand changes their existing logo or brand name ... letter, however only 15% people like light coloured logo designs. Asked on the question, if your favourite logo were to be redesign, what would be your first perception, 60% people accepted ...
PDF A Study on Brand Logo and Its Importance
logos, the value of important research protections was a signal of structure, especially of nature, and given the effects of the unique diversity of plant logo design. Creativity 96 brands have proven to ... effects of logo design, and in particular, has a unique influence on the natural (organic and cultural) style of the customer's effective ...
logo design Latest Research Papers
This paper aims to present a research study concerning the graphics and symbols in logo design exhibited in an art program dubbed 'Golden Ages of Art Nouveau and Art Deco'. It was important for us to understand these trends, their characteristics and graphics, to create many times beautiful masterpieces of art.
COMMENTS
research to pics: 1) theoretic al foundation s, 2) logo design/re design, 3) basic lo go elements, 4) additiona l logo elements, 5) ou tcomes of logo use, an d 6) practical appli cations of logo use.
Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect ...
Specifically, we review 124 studies published in business journals over the past 30 years, and classify them into six major research topics: 1) theoretical foundations, 2) logo design/redesign, 3) basic logo elements, 4) additional logo elements, 5) outcomes of logo use, and 6) practical applications of logo use. Finally, we suggest future ...
This research helps illustrate how and why logo design and brand personality can jointly affect brand equity. This research is also managerially important because the brand personality of excitement is widely used across industries and markets (Aaker 1997; Aaker, Benet-Martinez, and Garolera 2001; Aaker, Fournier, and Brasel 2004; Sundar and Noseworthy 2016).
- This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs ...
Brand logos are a fundamental part of the corporate visual identity, and their reception has been vigorously researched. The focus has been on the visual traits of the logo and their effect on the reception process, whereas little attention has been paid to how the logo becomes part of the brand. This article narrows this research gap in investigating how a new logo is evaluated, how the ...
This article attempts to provide an overarching research framework based on an extensive and comprehensive review of the existing logo literature and provides practitioners with guidelines that help manage logos for their businesses. ABSTRACT Logos as a visual cue can help firms communicate their unique identities and capture consumers' attention. Despite the importance and prevalent use of ...
The aim of this paper is to translate and expand the concept of logo effectiveness in the field of visual logo designs by identifying and understanding various factors that influence consumer perception of logos. The current research investigates numerous factors which influence the effectiveness of logo design including human perception factor ...
Design/methodology/approach - The first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos.
The role of brand logos in firm performance C. Whan Park a,⁎, Andreas B. Eisingerich b,1, Gratiana Pol a, Jason Whan Park c,2 a Marshall School of Business, University of Southern California, Los Angeles, CA 90089‐0403, United States b Marketing, Imperial College Business School, Imperial College London, London SW 7 2AZ, UK c Strategy, College of Business, City University of Hong Kong ...
This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo ...
SUBMIT PAPER. Journal of Marketing Research. ... However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand ...
Purpose - This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology ...
Logos serve a fundamental role as the visual figureheads of brands. Yet, due to the difficulty of using unstructured image data, prior research on logo design has largely been limited to non-quantitative studies. In this work, we explore the interplay between logo design and brand identity creation from a data-driven perspective.
Purpose - This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely naturalness, and investigated the influence of the different types of natural logo designs on affective response.
In figure 2 there are two levels, first the research and the second, the graphic one. Fig. 2. The two levels in a design guide book In this figure someone can see the two important works: theory and graphics. There are only a few indications about stages for logo design. Different logo design businesses have their policy and may have more stages.
This research paper has helped to find the impact of logo redesign on brand image, when the company or brand changes their existing logo or brand name ... letter, however only 15% people like light coloured logo designs. Asked on the question, if your favourite logo were to be redesign, what would be your first perception, 60% people accepted ...
logos, the value of important research protections was a signal of structure, especially of nature, and given the effects of the unique diversity of plant logo design. Creativity 96 brands have proven to ... effects of logo design, and in particular, has a unique influence on the natural (organic and cultural) style of the customer's effective ...
This paper aims to present a research study concerning the graphics and symbols in logo design exhibited in an art program dubbed 'Golden Ages of Art Nouveau and Art Deco'. It was important for us to understand these trends, their characteristics and graphics, to create many times beautiful masterpieces of art.