Understanding the effect of change in logo elements on brand attitude: A study of three logos

Abstract

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.