Logo Redesign Research Articles

Brand Strategy And Business Performance: How Does Logo Changes Affect Sales And Stock Prices?

Branding strategy influences business performance significantly. This paper investigates how logo changes affect the sales and stock price. Previous research has focused on the importance of logo design. However, none have analyzed empirical data on actual companies that can be utilized to further interpret the real-world implications of existing restaurant brands. A quantitative, statistical analysis employing an ANOVA, Mann-Kendall, and a correlational test was conducted to determine whether a logo change had a particularly significant change, trend, and pattern on a restaurant brand’s stock price and revenue sales. Furthermore, company logos were categorized between logotypes (text) and combination marks (symbolism and text) to determine whether different types of logos have alternative effects. Results showed that a logo redesign didn’t have a significant effect on the stock price. However, there was a significant change in revenue sales after a logo change for certain companies after ~1-2 years with logotypes typically having more success.

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

A Study on the Influence of Corporate Logo Redesign on Brand Image - Focusing on Automotive Brands

A Study on the Influence of Corporate Logo Redesign on Brand Image - Focusing on Automotive Brands

Renewal Method Visual Identity of Logo Company PT. Angsa Putih Kurnia Kharisma

Corporate identity is a very important thing for a company to have which in general can be described in the form of logos, taglines, company colors and many other aspects that make up the company's identity. Corporate identity is very crucial for a company because it plays a role in creating an image of the company for the community and also what makes it differentiate among the players. PT. Angsa Putih Kurnia Kharisma is a company engaged in the largest compressor industry in Indonesia which has been established since 1990 until now where it is still not well known by many people so that through redesigning the company logo, it is hoped that it can provide attractiveness and be a differentiator from other competitors. The design of a visual identity in the form of a logo redesign for PT.Angsa Putih Kurnia Kharisma will be applied to all media used such as brochures, x-banners, stationary sets, posters, and others which are expected to increase public awareness of PT. Angsa Putih Kurnia Kharisma.

Examining Evaluation Mechanism and its Impact on Brand Perception Under Colour Transformation of a Logo

The effectiveness of a logo in creating favourable brand perception depends on how its aesthetic and semiotic attributes are evaluated. This study examines the relationship, sequential or simultaneous, between these two evaluation parameters when a logo transforms from a single colour to multiple and vice versa. It is important to further understand how this inference influences the formation of brand perception. The objectives have been achieved by conducting two experiments. Experiment 1 involved stimuli of variation in logo redesign from six single colours to a multiple coloured logo, whereas in experiment 2, it was variation from multiple to a single-coloured logo. Results of both experiments provided opposing results with aesthetic evaluation superseding semiotic in case of single to multiple colour redesign, and vice versa for multiple to single colour transition. Further, these logo evaluation parameters showed significant mediating effect in the formation process of brand perception. This study is the first of its kind which provides a method to understand the effectiveness of logo redesign by highlighting the formation sequence of aesthetic and semiotic parameters. Comparing such sequence, especially the transformation of single to multiple colour and vice versa, would contribute significantly to the branding literature.

REDESIGN LOGO OF INTERIOR DESIGN COMPANY AS AN EFFORT TO IMPROVE COMPANY’S IMAGE

Levendig is a company engaged in Interior Design, Architectural Design, and Contracting. The lack of a strong visual identity makes Levendig less prominent in the eyes of the public. The existing visual identity is not able to represent Levendig's image as a company engaged in interior design. Therefore, the purpose of this logo redesign is to enhance the image that Levendig wants to highlight, namely as a professional, modern, and flexible interior design service that can reach all ages. This design uses the robin landa method, which consists of 5 stages of design to ensure orientation, analysis, concept, design, and implementation. The result of the design is a logo with a basic geometric shape approach that uses a connected line to show that Levendig produces a house design that is durable (beyond time and generation). Every corner is rounded to give the impression of humanity. The typography used is in the form of hand writing to represent such a long life, meaning that Levendig is always there and can be in various styles. So that with the presence of a new visual identity, Levendig's brand image can stick and stand out in the eyes of the public. In the process of redesigning the logo, it is necessary to pay attention to several things, such as colors and visuals that need to be adjusted to the company's vision and mission, typography that can reflect a company but must also pay attention to the level of legibility, and finally the shape. The logo is simple and unique to make it easy to remember, easy to apply to various media, easy to associate, but not too abstract and can tell the story of a brand.

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention.Design/methodology/approachAn experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types.FindingsThe results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes.Originality/valueThe findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

Abstract: Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

PERANCANGAN REDESAIN LOGO MICOW PADANG

Micow is one of the shops that provide pure milk in the city of Padang. This business was initiated by Ucok Andi Oktora since October 20, 2015 which is located at Jl. Gajah 08 Air Tawar Barat Padang City. This business already has a good image, but the fundamental problem of the Micow logo is that it does not yet have a strong identity as a brand, and has not yet applied the principles of a good and correct logo design.The purpose of designing the Micow logo redesign is to design a logo by applying good, correct design principles so that later it will present a unique, simple, easy to remember, flexible, fun, communicative, and consistent placement in all types of media that will be used as Micow's attraction itself to be increasingly recognizable.The analytical method used is a SWOT analysis. This design produces a manual book as the main media that contains the design of the logo redesign starting from the moodboard, concepts, grid systems, colors, typography. Supporting media used to support the main media include Business Cards, Envelopes, Letters, Stamps, Posters, X-banners, Packaging, Menu Lists, Stickers, T-shirts, Aprons.Keywords: Redesign, Logo, Micow

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.

Free the brand: How a logo frame influences the potentiality of brand extensions

Inspired by the logo redesign case of Starbucks, this research used four experiments to explore how marketers may broaden brand breadth and improve brand extension attitudes by removing the frame from a logo. A logo frame is speculated to create a mental boundary that dictates the scope to which products belong. Removing the logo frame thus frees the brand from such finite boundaries and encourages consumers’ relational associations. Study 1 investigated the mechanism underlying the impact of the logo frame on relational and item-specific elaborations. An open logo encouraged participants’ usage of relational elaborations, whereas a framed logo reinforced participants’ usage of item-specific elaborations. Study 2 demonstrated that participants associated broader product portfolios with a brand that had an open logo than a framed logo. Furthermore, Study 3 employed a brand extension scenario to support that removing the logo frame enhanced consumers’ attitudes toward a new extension. Study 4 illustrated that the perceived distance mediated the logo frame effect on extension attitudes as suggested by the Category Adjustment model. These findings demonstrate that marketers could leverage brand perception and favor certain brand extensions through an easily manipulated design feature, the logo frame.

How to successfully introduce logo redesigns

Logos are an important element of brand identity and aesthetics, and the management of these brand assets includes redesign efforts. However, despite best managerial intentions, not all consumers welcome logo redesigns. This paper examines how marketing managers can minimize the negative impact of logo redesigns, particularly among their most loyal customers. We find that consumers who are most attached to the brand are least receptive to logo redesigns. To avoid alienating their most committed consumers, managers can achieve the greatest success when a change in logo redesign is accompanied by empathetic messages that acknowledge consumers’ feelings of discomfort about the redesigned logos. While this finding is intuitive, managers rarely follow it in practice. This study fills a gap in the brand aesthetics literature, adds to the literature on brand attachment, and offers managers considering a logo redesign important guidance.

Ignition Tradition? A Case Study of the Florida State University Athletics Department’s 2014 Logo Redesign

Brand marks are important representations of organizations. Over time, due to a variety of reasons, brand marks may cease to be effective representations and require redesign. In recent years, a number of sport organizations have undertaken efforts to design new or update existing brand marks. In this research, a detailed examination of the opinions and intentions of fans, stakeholders, and the public regarding the Florida State University (FSU) Athletic Department’s redesign of FSU’s primary logo is described, assessed, and discussed. Subscribe to JASM

The effects of uppercase and lowercase wordmarks on brand perceptions

Although frequently altered by companies in logo redesign, upper and lowercase wordmarks have never been studied in marketing literature. This research investigates the influence of using a specific lettering case in a wordmark on consumer brand perceptions. Across two studies, the authors find that psychologically, consumers feel closer to lowercase wordmarks, which increase perceptions of brand friendliness compared with the uppercase wordmarks. On the other hand, compared with lowercase wordmarks, consumers perceive a higher level of strength from uppercase wordmarks, resulting in an increased perception of brand authority. Additionally, the authors find that this lettering case effect is mitigated when the wordmark design is complex versus when it is simple. Finally, the implications of these findings are discussed regarding brand visual stimuli and brand image communication.

The effects of visual rejuvenation through brand logos

This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field.

The Role of Logo Redesign in Creating Brand Value

The editorial board has recently confirmed that this article violated the journal’s prepublication policy. Therefore, we hereby notify our readers that the paper has been retracted on December 8, 2011. Should you have any further question, please contact us at: jms@sciedu.ca

Do logo redesigns help or hurt your brand? The role of brand commitment

PurposeLogos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers' brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to logo shape redesign.Design/methodology/approachThis research uses a field experiment with 632 respondents and examines two athletic shoe brands: New Balance and Adidas.FindingsThe greater the degree of change in the roundedness of a previously angular logo, the more likely it is that strongly committed consumers will evaluate the redesigned logo more negatively (in terms of brand attitude). Such logo evaluations, in turn, mediate the joint effect of logo redesign and commitment on overall brand attitude. Conversely, weakly committed consumers react positively to such changes.Research limitations/implicationsThe literature on aesthetics and brand attitude are combined to show that not all consumers view changes in brand elements such as logos similarly. Strongly committed consumers view these changes negatively; weakly committed consumers view them positively. An information‐processing approach provides the underlying theory for this finding. Thus, logo evaluation partially mediates this change in brand attitude, but it does not fully explain the change in brand attitude after exposure to logo redesign.Practical implicationsStrong brands gain strength by developing a base of strongly committed customers. Attempts to change brand elements – such as logo redesigns – can affect customers differently depending on whether they are strongly committed, mildly committed, or not committed at all. Thus firms attempting to change brand elements, particularly their logos, should be fully aware of the potentially negative impact on their most important customers – those having the strongest brand commitment.Originality/valueTo one's knowledge very little research has examined the relationship between logo redesign and brand attitude. Henderson et al.'s call to examine consumer responses to changes in design stimuli is followed. Importantly, the study is the first to show that visual elements of a brand (e.g. logo) can differentially impact consumer response based on brand commitment to such an extent that strongly committed customers react more negatively than weakly committed customers to redesigned logos.