Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude

When promoting products in the local market, recognition and identification of regional brand logos by consumers are of special interest. However, poor recognition and difficulties in perception reduce the overall efficiency of branding efforts. This research focuses on exploring the relationship between the visual identity of Crimean brands’ logos and consumer attention to them. Marketing theory in terms of consumer perception of products using neuromarketing technologies constitutes the methodological basis of the article. The study relies on a laboratory-based eye-tracking experiment and verbal evaluation of 40 logos of Crimean food and non-food brands, involving 26 respondents between March and May, 2025. Data processing included statistical methods such as correlation, variance, and regression analysis performed in SPSS 23.0 software. The study finds that optimal recognition of local brands’ logos is achieved by balancing moderate visual complexity, including colour combinations, and the use of rounded shapes. The connotation of forms and their linear effects indicate that logo designs should avoid complex geometric architecture. Cyrillic lettering in logos enhances visual engagement and boosts their efficacy. The most recognizable logos belong to wine and cheese brands, while the logos of the other local manufacturers remained poorly identified. The research findings help understand the mechanisms of visual perception of logos and present practical recommendations for improving logo design.

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.

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.

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.

In recent years, product placement is a growing practice in various media vehicles, such as motion pictures, television shows, music videos, novels, and video games. Even though several studies have focused on the effects of product placement within motion pictures and television shows, there is little research related to Taiwanese television series. Therefore, this article takes Taiwanese television series as an example to research into the effects of product placement on brand recall, brand recognition, brand attitude and purchase intent. This research first examines how story content, broadcasting placed products'ads and end sponsor credits influence brand recall, brand recognition and brand attitude. A 2*(story content: comedy/tragedy)*2 (broadcasting placed products'ads: yes/no)*2 (end sponsor credits: yes/no) factorial design was used to test the hypotheses. By editing the original Taiwanese television series, we produced eight editions of experimental films. In addition, this research tests the extent consumers’ perception of product placement is positively correlated with brand recall, brand recognition and brand attitude. Finally, it examines how brand recall, brand recognition and brand attitude will impact purchase intent during product placement within Taiwanese television series. Results of this study show that consumers who watch comedy have more positive attitude towards placed products than those who watch tragedy. Broadcasting placed products' ads partly increases brand recall and indeed increases brand recognition. Furthermore, consumers' perception of product placement has a positive influence on brand recall, brand recognition and brand attitude. Purchase intent is slightly influenced by brand recognition but mostly decided by brand attitude.

Five studies using a variety of experimental approaches and secondary data sets show that a visual property present in all brand logos—the degree of (a)symmetry—can interact with brand personality to affect brand equity. Specifically, compared with 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 have 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 occurs only for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding and 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

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.

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.

OBJECTIVETo assess the smoking behaviour of primary schoolchildren and their ability to recognise brand names and logos of widely advertised cigarettes, compared with other commercial products intended for children.DESIGNCross-sectional survey...

This study examines the impact of brand attitude on brand image and brand equity for the Eiger Indonesia brand. In the context of intense competition in the outdoor products industry, understanding the influence of consumer attitudes on brand image and equity is crucial for effective marketing strategies. This study aims to analyze the relationship between brand attitude, brand image, and brand equity in the context of Eiger Indonesia. The research population is social media users who buy products from Eiger Indonesia. This research uses a quantitative approach with a survey method involving 160 consumers of Eiger products. Data collection used purposive sampling method through online questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that a positive attitude towards the brand significantly improved brand image, and a strong brand image contributed significantly to brand equity. Eiger is advised to explore more focused marketing strategies based on the findings of this study, to strengthen consumers' positive attitudes and brand image, and maximize their brand equity. The implications of this study significantly contribute to Eiger's brand equity showing that a positive brand image not only strengthens brand perception, but also increases brand value in the eyes of consumers.

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

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.

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.