Brand Logo Design Research Articles

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브랜드 로고 디자인을 위한 생성형 AI 파인튜닝 프로세스 설계 - 달리(DALL-E) 활용을 중심으로

Computer-Aided Brand Logo Design Based on Generative Adversarial Networks

Computer-Aided Brand Logo Design Based on Generative Adversarial Networks

Exploring consumer segments defined by affective responses to naturalness in logo design

PurposeFocusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract).Design/methodology/approachThis exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated.FindingsBased on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable).Research limitations/implicationsThe decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design.Practical implicationsFindings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments.Originality/valueThis study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.

Chinese cultural element in brand logo and purchase intention

PurposeThis paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.Design/methodology/approachAn online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.FindingsCCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.Originality/valueThis is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.

Cute brand logo enhances favorable brand attitude: The moderating role of hope

A brand logo has significant influences on consumer evaluations of a brand. However, little research has examined the effectiveness of brand logo design. The present research thus seeks to extend the literature in this area by examining how cuteness associated with a brand logo might produce a more favourable brand attitude. Across two experimental studies, this research provides empirical evidence that a cute (vs. non-cute) brand logo can increase positive consumer attitude toward a brand, especially among those experiencing the emotion of hope (but not happiness or a neutral emotional state). Further, this effect is driven by the perceptions among consumers feeling hopeful (but not happy) that a cute (vs. non-cute) brand logo has higher levels of growth potential. The findings of this research thus make theoretical implications on the literature on brand logo, cuteness, and emotion literature, and offer managerial implications in terms of brand logo design effectiveness.

Examining Factors of Sports Brand Logo Design that Influence Purchase Intentions: Undergraduate Students Perspective

Logo is vital for a company as it plays the huge role for the growth of business. Every company owner needs and desires their organization to be recognisable and boost the profit of company well. To achieve an impressive success in this competitive and challenging market, they must be one step ahead of their competitors. Thus, a company's meaningful logo can have a major effect on the market and attract new customers to boost revenue. As logo is the essentially branding tool, it is a company's or business's first point of communication and exposure with the world. This research study demonstrates the Signalling Theory which indicates the relationship between colour combination, shapes, lines and fonts used in logo towards purchase intention in sport’s brand product from University Malaysia Sarawak (Unimas) undergraduate students’ perspective. 374 questionnaires were distributed to respondents which are undergraduate students from Unimas for the purpose of testing and analysis of the hypotheses in this research study. The data collected was evaluated with the Statistical Package for the Social Sciences (SPSS) version 26.0. In this research, it was found that the shape of the logo and the line used in the logo had a major positive relationship with purchase intention towards sport brand product from Unimas undergraduate students’ perspective, while the colour combination of the logo and the font used in the logo had a minimal impact on purchase intention towards sport brand product among Unimas undergraduate students. In contrast, the relatively insignificant impact of colour combination and font used in logo on sport brand product implementation tended to be influenced by other variables that yet to be determined.

Modelling the Interdependences between Brand Logo Design and Consumers’ Perceptions Regarding Brand Personality Dimensions

Modelling the Interdependences between Brand Logo Design and Consumers’ Perceptions Regarding Brand Personality Dimensions

Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption

Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.

Trustworthy Blue or Untrustworthy Red: The Influence of Colors on Trust

In marketing practice, blue, followed by red, is the most used color in brand logo designs. Academic studies have shown that blue is related more to trust than red, but extant empirical results are somewhat inconclusive. This article further explores this notion using both implicit and explicit methods to test the influence of blue and red on trust. The results across three studies consistently show that blue increases trust more than red, contributing to the current literature by providing solid empirical evidence of the relationship between colors and trust and insight for brand managers into brand logo design and redesign.

Development of the Recognisable Logo Design Guideline for Startup Brands

A logo is one of the basic components in a corporate identity or brand identity. It is the graphic representation of what an organisation is. A logo would manage to evoke the consumers’ memories. In this paper, Recognisable Logo Design Specification Guideline (RLDSG) is introduced as a process to establish the recognisable logo design that is incorporated with consumers’ emotions evaluation through the logo design perceptions for startup bramds. The RLDSG is a design guideline attempt to establish Recognisable Logo Design (RLD) towards the contribution to sustainability and successful brand logo perceptions. The investigation was conducted involving an existing brand logo design from Pos Malaysia to elaborate a logo criteria and recognisable factors of the logo. Logo design from Pos Malaysia showed that the entire element were significant to reach the recognisable logo design requirement. The verification signified from this process increases the ability of graphic designers and marketers to introduce a new logo based on design requirements and preferences.

The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity

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.

THE VISUAL ASYMMETRY EFFECT: AN INTERPLAY OF LOGO DESIGN AND BRAND PERSONALITY ON BRAND EQUITY

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.

Facing a trend of brand logo simplicity: The impact of brand logo design on consumption

Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

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

We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.

New brand logo design: customers’ preference for brand name and icon

Brand logos can provide affective reactions before any promotional activity is carried out. This is particularly relevant for start-ups that might not have the budget for branding activities. Extant research is predominantly based on theoretical models. By contrast, we adopted a customer-based approach with a novel methodology—multiple picture sorting—to investigate the most relevant characteristics that customers identify for differentiating novel logos, and compared them with existing theories. Ninety-three subjects were asked to classify unknown logos according to criteria of their choice. Most customers clustered logos into: (1) composed of brand icon and/or name and (2) coloured or black logos. We then used experiments to test whether the logo characteristics identified by customers make a difference in logos’ attractiveness. Results show that logos composed of an icon plus a brand name are perceived as significantly more attractive than logos made of one component only, and that black logos are perceived as more attractive than coloured logos. Thus, customers-identified logo characteristics can guide entrepreneurs in designing and selecting logos for novel brands. This study adds to current theory by showing that one of the most relevant logo characteristics—brand icon and/or name—has rarely been investigated.

Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation

Abstract Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such “in-category imitation” is most effective. In contrast, four experiments demonstrate the benefits of “out-of-category imitation” for copycats, and the harmful effect on the imitated brand. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. This is due to a reduced salience of norms regarding imitation in the related category. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. The findings replicate across student, MTurk, and representative consumer samples; multiple product categories; and forms of brand imitation. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications.

When Brand Logos Describe the Environment: Design Instability and the Utility of Safety-Oriented Products

A core assumption underlying brand logo design is that inferences generated from a logo’s design are applied to the consideration target (e.g., product or brand) to which the logo is attached, and designs should therefore reflect the beliefs one wishes to promote about the target. The current work demonstrates an important case in which consideration targets are resistant to particular inferences, which leads such inferences to be applied instead to one’s environment. Specifically, when considering safety-oriented products, consumers exposed to unstable-looking brand logos infer the presence of unsafe conditions, and because safety-oriented products are resistant to inferences that they are unsafe, the inference is instead applied to the environment (i.e., “the environment is unsafe”). This process subsequently increases the perceived utility of safety-oriented products. Five experiments collectively demonstrate the core effect, uncover the underlying inferential mechanism, and demonstrate the crucial role of inference resistance in the process. Overall, the present findings suggest that in some cases, a logo design that is opposed to desired product or brand beliefs may ironically help in boosting demand.

Communicating product size using sound and shape symbolism

Purpose – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach – The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments. Findings – Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes. Originality/value – This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.

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/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.

Executive summary of “Brand logo design: examining consumer response to naturalness”

Executive summary of “Brand logo design: examining consumer response to naturalness”