Brand Logo Research Articles

Flatness promotes modernity: logo flatness and consumers' perception of brand image

PurposeThe brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.Design/methodology/approachAcross four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.FindingsResults show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.Practical implicationsThe findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.Originality/valueThis study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

Research on the Application of Arnheim's ‘Force’ and ‘Balance’ Theory in Logo Design: Focusing on the Brand Logo of China's Pharmaceutical Group

Research on the Application of Arnheim's ‘Force’ and ‘Balance’ Theory in Logo Design: Focusing on the Brand Logo of China's Pharmaceutical Group

Platform Rhetoric and Fan Labour as the Building Blocks of <em>LEGO Ideas</em>

Platform Rhetoric and Fan Labour as the Building Blocks of <em>LEGO Ideas</em>

Effect of food marketing on food purchase request, eating behaviour and dental caries amongst 5–8 year old children belonging to different socioeconomic backgrounds

IntroductionAggressive food marketing directed towards children and globalization has caused a nutritional shift in developing nations like India from the minimally processed to ultra-processed food, contributing to the increased risk of dental caries. The current study was undertaken to assess the outcome of food marketing exposure on food purchase requests, eating behaviour and dental health. MethodologyThis cross-sectional study included 260 children aged 5–8 years belonging to different socioeconomic background. Food marketing exposure was assessed using brand logo recognition scale, purchase request behaviour and eating behaviour were measured using questionnaire filled by parents and oral examination was done to record the caries score. ResultsThe mean brand logo recognition score was 15.67, high percentage of parents reported that their children try to influence (40.38% always, 34.61% often) and succeed in influencing (26.92% always, 40.38% often) the food purchase in the family. A large percentage of children consumed packaged snacks (40%), biscuits (75%), candies/chocolates (50%) and sweetened beverages (31%) at least once a day. The mean caries score was 1.41 and the overall caries prevalence was 42.30%. Adjusted for age, gender and socioeconomic group brand logo recognition was significantly associated with purchase request and eating behaviour but not with caries score. ConclusionChildren are found to be able to influence the food purchase practice at home and are clearly are well versed with brand logo recognition. The children from both the socio-economic groups reported similar Brand logo score recognition and food purchase request behaviour scores.

AnimateSVG: Autonomous Creation and Aesthetics Evaluation of Scalable Vector Graphics Animations for the Case of Brand Logos

In the light of the constant battle for attention on digital media, animating digital content plays an increasing role in modern graphic design. In this study, we use artificial intelligence methods to create aesthetic animations along the case of brand logos. With scalable vector graphics as the standard format in modern graphic design, we develop an autonomous end-to-end method using complex machine learning techniques to create brand logo animations as scalable vector graphics from scratch. We acquire data and setup a comprehensive animation space to create novel animations and evaluate them based on their aesthetics. We propose and compare two alternative computational models for automated logo animation and carefully weigh up their idiosyncrasies: on the one hand, we set up an aesthetics evaluation model to train an animation generator and, on the other hand, we combine tree ensembles with global optimization. Indeed, our proposed methods are capable of creating aesthetic logo animations, receiving an average rating of ‘good’ from observers.

The impacts of logo dynamism and product types on brand market performance

This study investigates the interactive effects of brand logo dynamism and product types—specifically, hedonic and utilitarian—on market performance. Mixed methods are employed, including a pilot study that analyzes the association between logo dynamism and product types from the most valuable brands on Forbes’ list, an event study of abnormal stock returns caused by logo-dynamic changes in the Hong Kong stock market, and two experiments. The results reveal that hedonic products with high-dynamic logos and utilitarian products with low-dynamic logos exhibit better market performance. Quality inference, which is based on information processing and inference theory, mediates this effect. These results provide a better understanding of the role of quality inference in logo design effectiveness, emphasizing the importance of designing logos that appeal to customers’ needs and expectations.

How packaging design influences pricing impressions and product evaluations in the food industry

This paper analyses the perception of packaging and its influence on the cognitive and emotional aspects of the buying choice. Nowadays, aside from a good price point, it is essential to have packaging with an attractive design to be selected by the consumer at the point of sale. During the selection process, consumers will consider some particular elements shown on the packaging such as the production location, the brand name, logo and price in some cases. These specifications can strongly affect the customer’s choice. This study focuses on niche brands of pasta that are not known internationally, which means that the respondents will have to choose from unique or unknown brands they probably have not previously bought and have no previous experience with. For this study, we selected three packages of pasta from three different brands, each with different characteristics and prices. It is possible to give the candidate choices very similar to those that occur during the buying process. This study emerged from two separate studies. The first used an eye-tracking system with an accompanying survey to understand scientifically what package elements are most attractive to the consumer and then compared the data with the survey responses. In the second study, the same survey is distributed online to validate the first study and to see if the main elements of the first study are confirmed. Additionally, the consumer’s choice can be compared between the pre-price and post-price phases. In these studies, it was interesting to understand which communication aspects primarily influenced the consumer but were not part of the decision-making process of the respondent. Good communication between the brand and the customer through package design is essential to evaluate the perception of the product’s value and how the candidate’s choice changes when they are aware of the price in addition to the other elements. This is really important for marketing managers and finance managers to understand the proper communication and the correct pricing for these specific products and how this element increases or decreases the level of quality assumed by the consumer.

From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases

Luxury brand social media word of mouth (SWOM) often induces audience envy, which can be revealed to brand users and trigger their perceptions of being envied. Recent studies have demonstrated the influence of being benignly envied or maliciously envied on the purchase of genuinely branded items. We propose that this influence has spillover effects on counterfeit consumption. The results of four studies indicate that the perception of being maliciously envied rather than benignly envied induced brand users’ anxiety, increasing their perception of psychosocial risk and reducing their counterfeit consumption intention. Furthermore, the effects of being maliciously envied on counterfeit consumption are enhanced when brand users’ SWOM features high brand conspicuousness either by mentioning the brand directly or by displaying the brand logo prominently. Our findings have implications for practitioners, who could leverage envy on social media to deter counterfeit consumption.

The effect of brand names and logos’ figurativeness on memory: An experimental approach

This paper explores the opposition between abstract and figurative names and logos, considered together in a single stimulus. We created three experimental scenarios of fictitious names and logos, ranging from very abstract to very figurative stimuli. Findings show that figurativeness, and organicity as its extreme form, are key determinants of cognitive responses to names and logos. However, our most relevant finding is the crucial importance of the interaction between the figurativeness of the name and the logo. Results show that semantic repetition is beneficial for creating recall and generating associations, and semantic dispersion is advantageous for ensuring recognition. Nevertheless, there are exceptions. The originality of this paper lies in the fact that it allows to say that figurativeness is not a sacrosanct solution to good name and logo performance, it largely depends on the type of interaction between these two central brand identity signs.

Adaptive adversarial prototyping network for few-shot prototypical translation

Translating multiple real-world source images to a single prototypical image is a challenging problem. Notably, these source images belong to unseen categories that did not exist during model training. We address this problem by proposing an adaptive adversarial prototype network (AAPN) and enhancing existing one-shot classification techniques. To overcome the limitations that traditional works cannot extract samples from novel categories, our method tends to solve the image translation task of unseen categories through a meta-learner. We train the model in an adversarial learning manner and introduce a style encoder to guide the model with an initial target style. The encoded style latent code enhances the performance of the network with conditional target style images. The AAPN outperforms the state-of-the-art methods in one-shot classification of brand logo dataset and achieves the competitive accuracy in the traffic sign dataset. Additionally, our model improves the visual quality of the reconstructed prototypes in unseen categories. Based on the qualitative and quantitative analysis, the effectiveness of our model for few-shot classification and generation is demonstrated.

A global perspective on combatingShanzhaiproducts: Cross‐cultural solutions

AbstractTo compete on the world market, companies from emerging economies often adapt their innovations to satisfy unique cultural needs. They do so, in part, by copying the products of their western counterparts with a degree of modification. This approach is referred to asShanzhai,which is a Chinese neologism meaning “copycat.” In this article, we discuss theShanzhaiphenomenon and explainShanzhai'sdevelopment stages and threats to original brands across the globe. Then, we examine how cultural factors (i.e., power distance belief, face consciousness, and analytic vs. holistic‐thinking style) influence consumers’ perception towardsShanzhaiproducts. We further suggest that original manufacturers should adopt selected strategies to combatShanzhaithreats vis‐à‐vis three cultural drivers. One driver entails launching full product lines and developing new distribution channels in high power distance belief cultures but promoting brand originality in low power distance belief cultures. A second alternative involves embracing a sustainable and green brand image in low face‐sensitive cultures but strengthening brand logo impacts and enhancing intangible brand benefits—such as social value (e.g., brand user profile, prestige)—in high face‐sensitive cultures. The third entails communicating integrated product values in holistic‐thinking cultures but highlighting an offering's most competitive and unique features in analytic‐thinking cultures.

Perceptions of plain packaging and health warnings among university students in Turkey: a survey-based experiment

BackgroundCigarette pack design plays a crucial role in attracting customers, especially when other marketing methods are limited by policy. University students who engage in casual smoking take the risk of developing an addiction. The objective of this study was to assess the effects of plain packaging (PP) and graphic health warnings (GHWs) on cigarette packages on three outcome variables (negative affect, avoidant responses, and intentions to quit) among ever-smoker university students in Ankara, Turkey, where youth smoking prevalence is high.MethodsAn online survey-based experiment was used to collect data. The respondents were randomly assigned to one of the five conditions that contained images of cigarette packs with specific design elements. Regression analyses (n = 623) were used to compare across conditions and to estimate the effects of combined warnings (versus text-only warnings), stronger GHWs (versus old GHWs), and PP (versus branded packages) on the outcome variables, accounting for potential confounders.ResultsStronger GHWs generated more negative affect (0.31 points out of 5, p = 0.010) and avoidant responses (0.42 points out of 5, p = 0.002) than old warnings (when brand logos were visible). Plain packages generated more negative affect (0.48 points out of 5, p < 0.001) and avoidant responses (0.46 points out of 5, p = 0.001) than branded packages (with old warnings). Disentangling the effects of PP and new GHWs revealed that neither had individual differential effect on intentions to quit within 6 months.ConclusionsAlthough no differential effect of PP or harsher GHWs was found on intentions to quit when respondents were exposed to images on screen, both design elements were found to be effective in generating negative affect and avoidant responses. More work is needed to design effective tobacco control measures among youth during critical years of tertiary education.

The Application of Intelligent Generation Technology in the Visual Communication Design of Exhibition Brand

Since the beginning of the new century, information technology has advanced by leaps and bounds, and intelligent technology has made breakthroughs, speech recognition, and image recognition. In the development of medium and long-term exhibition brands, intelligence and modernization are taken as one of the development tasks. The visual communication design of brand logo is the graphical post symbol language of brand trademark, which is the silent transmission of brand. As long as you see a certain brand logo, its product characteristics and values can emerge in your mind. It is very easy to identify. Graphics, colors, and fonts are its main visual elements. Exhibition is a very promising industry in the modern business economy, and it is one of the best platforms for enterprises to promote their brands. Paying attention to the brand visual communication design of exhibitions is of great significance and value to enhance the overall impression of enterprises in the minds of consumers. This article explores the value and principles of corporate brand in the exhibition industry. Research shows that corporate brand visual communication design in exhibitions should be based on the brand architecture system, reflect the connotation of brand culture, and highlight brand design innovation. Taking corporate brand visual communication design in the exhibition industry as the research object, to explore its design value, the value of corporate brand visual communication design in commercial exhibitions is very great, and enterprises must attach great importance to commercial exhibitions. From the perspective of visual communication design, it can be parsed into three levels: color, space shaping, and graphic and text conformity. To reconstruct brand design, companies must make layout, innovation, and reconstruction of these three levels and strengthen commercial exhibitions. The impact and appeal of the visual communication design of the Chinese enterprise brand can truly enhance the influence and popularity of the enterprise brand and ultimately promote the sustainable development of the enterprise brand.

Analysis on the Role of Social Media in Business Brand Building

With the change of The Times, social media had taken a place in our daily life and work, and many companies also integrated social media with the business well. Although many enterprises had been engaged in social media marketing for many years, why could social media replace traditional marketing and become the mainstream marketing means in this era? How did social media work in a business? What role did it play and what good does it do? Through the research, we could find that through the counter-communication between the company and customers on social media, the company gradually penetrates its brand influence, leaves its unique brand logo on various social media platforms, and further guides consumers through the strategies of star spokespeople, diversified comments, etc., so that the brand could operate successfully and finally form a perfect closed loop in order to make a profit. This paper gives a preliminary understanding to small and medium-sized entrepreneurs who have not yet understood how social media works in business, and popularizes it to people who are interested in social media and business, so that the product of social media in the new era will continue to thrive under people's understanding.

An Analysis of Consumers’ Perception towards Rebranding

A massive increase in the variety of methods in which customers may express their identities has been one of the most important trends to emerge in the field of marketing over the course of the last ten years. This development has been largely fulled by the growth of one-to-one marketing and mass customisation, both of which have been important drivers of this trend. Because of this trend, many companies have renamed and repositioned their products and services to place more emphasis on how they complement the lifestyles of their target customers rather than on the functional aspects of the items themselves. In recent years, there has been a growing trend of rebranding in India, ranging from companies like Vodafone and Airtel and Hero MotoCorp (formerly Hero Honda) to media channels in a variety of different industries. This trend has been particularly prevalent in the telecommunications and automotive industries. In reaction to this movement, a number of multinational corporations have completely rethought and relaunched their product lines and service offerings. Throughout the process of rebranding, these companies lay a significant emphasis on the practical characteristics of their products and how those features fit into the lifestyle of a consumer. This strategy is favourably received by business houses. Companies prepare themselves to meet tough competition in their industries by revitalizing their brands, which also enables the companies to achieve a respectable part of the market. The rebranding efforts of Hero MotoCorp have produced some unexpected insights. Noteworthy are the drivers and strategy utilized by the two-wheeler company. These included an overhaul of the brand architecture, brand name, brand logo, and brand positioning with an emphasis on the development, renewal, and revitalization of the brand.

Proportions of and trends in exposure to pro-tobacco and anti-tobacco advertisements among young adolescents aged 12–16 years in 142 countries and territories, 1999–2018: an analysis of repeated cross-sectional surveys

The proportions and trends in exposure to pro-tobacco and anti-tobacco advertisements among young people remain unknown globally. We determined recent (2010-18) proportions of exposure to pro-tobacco and anti-tobacco advertisements among young adolescents and their secular trends from 1999 to 2018. In this analysis of repeated cross-sectional surveys, we used the most recent data from 142 countries and territories (hereafter referred to as countries) collected between Jan 1, 2010, and Dec 31, 2018, comprising 710 191 participants, to assess the proportions of exposure to pro-tobacco and anti-tobacco advertisements among young adolescents aged 12-16 years. Data from 120 countries that had performed two or more Global Youth Tobacco Surveys between Jan 1, 1999, and Dec 31, 2018, comprising 1 482 031 participants, were used to assess trends in the proportions of exposure to pro-tobacco and anti-tobacco advertisements over time. A χ2 test analysis was used for proportion comparisons between subgroups. Exposure to pro-tobacco and anti-tobacco advertisements were calculated as proportions using sampling weights, strata, and primary sampling units. The most recent global proportion of past 30-day exposure to tobacco advertisements among young adolescents was 433 585 (64·6%) of 710 191 (95% CI 63·5-65·7; all final percentages were weighted) for messages on electronic media, 206 766 (33·1%) of 710 191 (31·9-34·4) for exposure at the point of sale, and 63 385 (10·2%) of 710 191 (9·7-10·6) for owning something with a tobacco brand logo. The most recent global proportion of exposure to anti-tobacco advertisements was 431 862 (63·6%) of 710 191 (62·3-64·9) for messages on electronic media and 227 658 (34·1%) of 710 191 (32·8-35·3) for exposure to gathering activities. The majority of included countries showed a decreasing trend in exposure to tobacco advertisements (111 [93%] of 120) and anti-tobacco advertisements (110 [92%] of 120) between 1999 and 2018. Among young adolescents, exposure to tobacco advertisements remains high, and exposure to anti-tobacco advertisements is not high enough. The proportion of young adolescents exposed to pro-tobacco and anti-tobacco advertisements had decreased over time in the majority of included countries. These findings underscore the importance of strict implementation of regulation on tobacco control including strengthening anti-tobacco marketing and prohibiting tobacco marketing. Youth Team of Humanistic and Social Science of Shandong University. For the Chinese translation of the abstract see Supplementary Materials section.

LOGO DESIGN FOR “INFINIKLIN” A CLEANING PRODUCTS AND SERVICES COMPANY

Logo is an image sign that describes an identity and as a representation for a company. The company's character is communicated with elements of images, shapes, colors, and typography that are composed in an integrated manner. The logo-forming element is a sign system that aims to communicate the message of the type of business being undertaken, image, and character traits. The signs used in making the logo are signs that are easy to understand and identify a company so that it is easily accessible to the public. This logo design aims to produce a brand logo that has the characteristics of the company. Design Method Using 5 Steps of Design from Robin Landa. The result of this design is the Infiniklin logo which is made using vector, in the form of two water drops, blue in color according to the company's identity, and using simple and modern typography. The visual identity of the Infiniklin logo is a solution to support each branch company of Infiniklin having their own and uniform logo. The logo design was made without forgetting the characteristics of Infiniklin itself thus reflecting the image built by the company.

Angelic brand name priming: saintly branded food influences brand healthfulness perceptions

PurposeConsumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand’s products are healthful.Design/methodology/approachStudy 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention.FindingsThe results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand name–brand healthfulness priming effect.Research limitations/implicationsThis research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK.Practical implicationsThis study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health.Originality/valueThis research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention).

Framed or Unframed? An empirical study of the impact of food brand logo frame on consumers’ food preferences

Despite the widespread use of food brand logo frame in food brand logo cues, little is known about how food brand logo frame influences consumers’ food preferences. Through five studies, this article explores the food brand logo frame on consumers’ food preferences for different food types. For utilitarian foods, framed (vs unframed) food brand logos result in higher (lower) consumers’ food preferences (Study 1), and this framing effect is driven by the psychological mechanism of food safety associations (Study 2); for hedonic foods, unframed (vs framed) food brand logos result in higher (lower) consumers’ food preferences (Study 3), and this framing effect is driven by the psychological mechanism of food confinement associations (Study 4). Furthermore, this framing effect was also observed among UK consumers (Study 5). The findings contribute to the literature of brand logo and frame effect, as well as to the literature of food association, and bear important implications regarding food brand logo frame design for food marketers when developing food brand logo programs.

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

Animation is a design element that has “eye-catching” appeal in the consumer attention market. Businesses invest significant resources to incorporate animated elements in the design of brand logos. Against this background, this study investigated the consumer's cognitive process responding to brands that included two types of animated logos (agent animation vs. object animation). Specifically, event-related potentials were utilized to compare behavioral and electrophysiological activities under two primary types of animated logo stimuli. Behavioral data showed that participants spent less time making preference decisions related to agent animation than to object animation. Neurophysiological data demonstrated that agent animation increased participants' attentional resources (stronger N100 and P300 amplitudes) and improved their assessment of brand attitude as compared to object animation (higher late positive potential amplitude). Additional self-reported data confirmed that participant attention investment, perception of animacy, and brand attitude were promoted by agent condition more than by object condition. The study's findings offer fresh evidence from a neurocognitive standpoint for the animation influence mechanism on brand logos, which may provide businesses with a significant physiological objective indicator for designing animated brand logos that gauge consumer attitude scientifically.