EXPRESS: The Impact of Figure-Ground Reversal (FGR) in Brand Logos on Brand Attitude

Although good logos are essential for creating brand awareness and brand equity, the effects of logo design features have not been tested empirically. Extending previous findings regarding the effects of design complexity and exposure in advertising to the field of brand logos, two experiments tested the effects of logo complexity and exposure on brand recognition and brand attitude. It was hypothesized that logo complexity moderates the effects of exposure on logo recognition and brand attitudes, such that exposure increases recognition and positively impacts brand attitudes in particular for complex logos. Experiment 1 (N = 68) tested the effects of six unfamiliar logos on recognition (in milliseconds) in a 2 (logo design complexity: simple vs complex) × 2 (logo exposure: one vs four) mixed design. Experiment 2 (N = 164) tested the effects of eight familiar logos on logo recognition and brand attitudes in a 2 (complexity: simple vs complex) × 2 (logo exposure: well-established vs recently established) within-subjects design. Findings showed that increases in exposure led to an increase in brand recognition and to more positive attitudes in particular for complex brand logos, suggesting short-term benefits for simple brand logos, and long-term benefits for complex logos.

PurposeThis study aims to investigate the effects of serif and sans serif typefaces in brand logos on consumers’ activity and potency perceptions of brands. It further examines the moderating roles of design freedom and brand value on these effects and their impact on consumers’ brand attitudes.Design/methodology/approachFive studies were conducted to address the research objectives. Studies 1a and 1b compared the consumer perceptions of a brand with either a serif or a sans serif logo, revealing that consumers perceive serif logos as more active but less potent. Studies 2a, 2b and 3 verify the moderating roles of design freedom and brand value on the effects of typefaces in brand logos on consumers’ perceptions and their overall effects on brand attitudes.FindingsThe results indicate that a serif brand logo enhances consumers’ activity perceptions of the brand, whereas a sans serif brand logo enhances consumers’ potency perceptions. The research further establishes that design freedom significantly impacts consumers’ perceptions of logos with varying typefaces and subsequently influences their brand attitudes. In addition, brand value moderates the effects of typefaces in brand logos on consumer perceptions and brand attitudes.Research limitations/implicationsThis research exclusively focuses on serif and sans serif typefaces within brand logos and also considers the use of uppercase, lowercase, mixed case and black logo designs. However, brand logo design encompasses broader visual design considerations and aesthetic diversification.Practical implicationsThe practical implications of this research mainly include three points. First, brands should invest more effort in designing brand logos, choosing serif for activity and sans serif for potency, to align with desired brand perceptions. Second, the typeface selection should match the brand’s approach to design freedom, with serif typefaces fostering activity in open brands and sans serif enhancing potency in more controlled brands. Finally, aligning the typeface choice with the brand values – serif for hedonic and sans serif for utilitarian—can significantly influence brand attitudes. Accordingly, they can guide market segmentation and target consumer selection.Originality/valueThis study contributes to the field of brand logo design by shedding light on the effects of serif and sans serif typefaces on consumers’ perceptions and brand attitudes. In addition, it explores the moderating influence of design freedom and brand value, offering insights into the conditions under which these effects manifest.

PurposePrevious research has mainly examined the effects of static versus kinematic brand logos on consumer responses. This paper aims to analyze the impact of dynamic brand logos on consumer behavior.Design/methodology/approachHypotheses were tested through five experimental studies involving 1,914 participants recruited in China. Participants answered questions investigating the interactive effects of perceived logo movement imagery (dynamic vs static) and logo direction (toward the left vs right) under different brand positioning conditions (traditional vs modern).FindingsThis study finds that, for modern brand positioning, static brand logos toward the right (vs left) generate higher purchase intention, which is consistent with prior literature. This impact does not hold for dynamic logos. For traditional brand positioning, the opposite pattern is observed. Specifically, brand logos toward the left receive more favorable evaluations than those toward the right for static logos; whereas for dynamic logos, the effect disappears. Brand engagement mediates the interaction effect between logo direction and perceived logo movement imagery on brand attitude.Originality/valueDespite most previous research focused on static or kinematic logos, only a few studies have investigated how dynamic logos influence consumer attitude, particularly regarding the impact of logo direction in dynamic contexts and boundary conditions. This study advances the literature by examining how logo direction and perceived movement imagery jointly affect consumers’ brand perceptions while also highlighting the moderating role of brand positioning and the underlying mechanism of brand engagement.

PurposeIn this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.Design/methodology/approachIn this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.FindingsThe study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.Originality/valueFew studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

Based on the stereotype content model, this study explored the effects of the logos in the form of horizontal combinations (icons on the left while names on the right) and vertical combinations (names on the top while icons at the bottom) on consumers’ psychological perceptions and brand attitudes from the perspective of consumers’ psychological demands. In this study, four experiments were conducted by Sojump to demonstrate the effects of horizontal vs. vertical combinations (names and icons in the brand logo) on consumers’ attitudes toward a brand and its intermediate mechanism. From the research,it is found that logo design can meet consumers’ emotional and cognitive demands for brands from psychological aspect.Horizontal combinations of names and icons in the brand logo bring consumers a higher geniality, while vertical combinations of names and icons in the brand logo bring consumers a higher authority. The combinations of names and icons in the brand logo positively affect consumers’ attitudes toward a brand. Psychological distance is regarded as the mediating mechanism between the main effects, and the product type plays a moderating role. This paper further advances the study of different combinations of names and icons in the brand logo on the psychological demands and relationship characteristics of consumers, which provides some guidance for the research of consumers’ cognition and psychology, and also broadens the scope of application of the stereotype content model.

An increasing number of brands have been redesigning their logos. While the manner of redesigning varies, some brands change only the logo color. This study examined the effect of changes in color saturation while brand logo redesigns on consumers’ brand attitudes. Saturation, which indicates the vividness of a color, gives consumers an impression of energy and dynamism. Therefore, we examined the impact of changes in brand logo color saturation on brand attitudes by enhancing perceptions of brand energy. Three studies revealed that 1) a highly saturated logo enhances consumers’ perception of brand energy; 2) increasing saturation when changing the logo color increases brand energy perception, which in turn increases attitude toward the brand; and 3) the effect of brand energy perception on attitude toward the brand is stronger for international brands than for domestic brands. This study, which clarified the relationship between the influence of saturation and brand attitude when a brand logo is redesigned, provides many suggestions for companies considering logo redesign.

This study examines the impact of hotel brand names and brand logos on tourist destination loyalty, with a discussion of the related theoretical principles. Macau was selected as the research site, and the respondents were mainly from mainland China. The items for the questionnaires were obtained from the verified items of the brand name, logo, attitudes, perceived behavioral control, customer loyalty, subjective norm, brand reputation, and customer commitment. The validated data were extracted from 420 questionnaires. The study used structural equation modeling to evaluate the research hypotheses and build the relationship model. The results show that brand name and logo positively influence brand attitude, brand attitude positively affects brand reputation, and brand reputation positively influences customer loyalty and commitment. These findings provide valuable contributions to the theoretical discussion of the choice of hotels and provide insightful messages to brand design companies and hotels for their successful marketing activities.

ABSTRACTColor is a crucial aspect for companies in brand logo design. This research examines how the lightness of brand logo colors influences consumers' perceptions of brand age and brand attitudes. Five experiments demonstrate that darker logos are associated with an older brand image, while lighter logos are perceived as younger. Additionally, the research shows that brand positioning (modern vs. traditional) moderates the effect of logo color lightness on brand attitude. Traditional brands benefit from a darker logo design that conveys a sense of age, while modern brands are better suited with a lighter design that appears younger. Moreover, this research extends existing findings to consumer product choices, revealing that consumers prefer classic‐style products with dark colors and modern‐style products with light colors. These insights have significant implications for brand logo design and product appearance selection. Companies can strategically adjust the color lightness of their logos and products to convey a younger or older impression, aligning with their desired brand and product characteristics.

Five studies utilizing a variety of experimental approaches and secondary datasets show that a visual property present in all brand logos—the degree of symmetry/asymmetry—can interact with brand personality to impact brand equity. Specifically, compared to symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that possess an exciting personality. This can boost consumers' evaluations and the market's financial valuations of such brands, a phenomenon referred to as the visual asymmetry effect. The studies also show that this interplay between brand personality and logo design only occurs for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding, as well as offer actionable insights to marketing practitioners.

With the continuous advancement of medical technology and the improvement of living standards, people's demand for physical health and medical care has been increasing, leading to a growing demand for medical devices in both household and hospital settings.To research brand logo designs for Chinese medical device companies, this study investigated and analyzed current market conditions.Based on the analytical results, new design proposals for medical device company brand logos are presented.This study collected data from China's top 9 medical device brands by sales revenue in 2022.After reviewing prior research on core elements of medical device brand design, key brand design components (brand name, logo, symbol, and color scheme) were analyzed.Through STP analysis (Segmentation, Targeting, Positioning) and competitive positioning analysis, the market positions of rival brands were identified.Building on these findings, strategic proposals were formulated, and two new design concepts were developed for the brand

May the force drag your dynamic logo: The brand work-energy effect

Proper selection of logo elements has been associated with the formation of either a positive or a negative attitude towards a brand, but very few studies have examined the same phenomenon when such elements are changed. This study attempts to fill this gap by investigating change in three brand logos, one of which has changed in colour only; another has a modified design and font; and the third has all the three elements modified. Furthermore, the association and impact of three cases of change on the formation of brand attitude would help to understand the appropriateness of the intended modification. Identification of the emotions reflected by each element in a logo, its association with positive and negative brand attitude, and its role in attitude formation are the motivations behind this study. In all three cases, the results show that not all but some of the changed elements were instrumental in creating a positive brand attitude based on the modified logo.

The effect of different animated brand logos on consumer response —— an event-related potential and self-reported study

Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance

Although some studies have shown that haptic and visual identification seem to rely on similar processes, few studies have directly compared the two. We investigated haptic and visual object identification by asking participants to learn to recognize (Experiments 1, and 3), or to match (Experiment 2) novel objects that varied only in shape. Participants explored objects haptically, visually, or bimodally, and were then asked to identify objects haptically and/or visually. We demonstrated that patterns of identification errors were similar across identification modality, independently of learning and testing condition, suggesting that the haptic and visual representations in memory were similar. We also demonstrated that identification performance depended on both learning and testing conditions: visual identification surpassed haptic identification only when participants explored the objects visually or bimodally. When participants explored the objects haptically, haptic and visual identification were equivalent. Interestingly, when participants were simultaneously presented with two objects (one was presented haptically, and one was presented visually), object similarity only influenced performance when participants were asked to indicate whether the two objects were the same, or when participants had learned about the objects visually-without any haptic input. The results suggest that haptic and visual object representations rely on similar processes, that they may be shared, and that visual processing may not always lead to the best performance.