Discovering perceptions of Muslim consumers toward the ICRIC Halal logo

Abstract

Purpose The purpose of this study is to explore the perceptions of Muslim consumers on the Islamic Chamber Research & Information Center (ICRIC) Halal logo. In particular, the paper evaluates the main messages of the logo and describes the organization’s characteristics behind this logo. Design/methodology/approach This exploratory research conducts a semi-structured interview with visual aids method to identify the Malay Muslim’s perceptions toward the ICRIC Halal logo. Findings Results of the study indicate that the word “Halal” in Arabic characters is a very strong visual and emotional element of the logo because it is eye-catching and projects a strong image of credibility and trustworthiness. Using Islamic graphical design in a Halal logo can assist businesses to succeed in the marketplace. Simplicity, appropriate font type and size, suitable colors and total harmony of all elements make a Halal logo attractive and meaningful; the logo signals trust and mirrors the values of the organization. Research limitations/implications This research used a qualitative research approach to analyze the perceptions of 25 Malay Muslim students. Practical implications Practical implications of this study provide a new window for all Halal certification bodies to realize the importance of the different elements of the Halal logo. Social implications This research attempts to introduce a unique Halal logo that is approved by 57 Muslim countries. This unity assists religious consumers with various mathahib to purchase Halal products with confidence. Originality/value This pioneer study explores the Muslim consumers’ perceptions of a specific Halal logo in the marketplace.