Logo Shape Research Articles

The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference

Logos are the brands’ visual identity, which can influence brand positioning and contribute to brand success. However, little is known about the effect of logo shape on brand premiumness perception. Thus, we conducted four studies, including one archival dataset analysis, to examine this issue. Results revealed that consumers perceive angular-logo brands as more premium than circular-logo brands. Such logo shape effect is driven by perceived psychological distance between the brand and consumers. We further identified the downstream consequences of perceived brand premiumness. To express status, consumers are more likely to choose angular-logo brands, which are perceived as more premium. However, consumers unmotivated by status-expressing goals will be unaffected by such perceptions. These findings have theoretical implications regarding brand logo and positioning, and practical implications for logo design.

Few‐shot logo detection

AbstractThe proliferation of deep learning has driven research into deep learning‐based logo detection, which usually needs a large number of annotated data to train the model. However, due to the occasional appearance of new brands or the high cost of annotation, the number of training data is limited. Against this backdrop, the authors adapt the few‐shot object detection into logo detection, and thus present a cutting‐edge method called Double Classification Head (DCH) for Few‐Shot Logo Detection (DCH‐FSLogo), which aims at detecting the unseen logo classes using few annotated data. Unlike the traditional few‐shot detection, some logo objects are similar to their backgrounds and have diverse shapes as well. For this reason, the authors adopt balanced feature pyramid and deformable Region of Interest pooling in DCH‐FSLogo, this enhances the feature extraction capability and adapts to the different logo shapes. In addition, we introduce the DCH for few‐shot logo detection to detect logo objects using few annotated data. Specifically, we use an extra classification head for the base classes to ease the influence from the novel classes. The experimental results on four datasets, namely: FlickrLogos‐32, FoodLogoDet‐1500‐100, LogoDet‐3K‐100 and QMUL‐OpenLogo‐100, demonstrate that our method achieves better performance.

City Branding of Kendal: Regional Imaging Strategy Through Logo and Tagline

City Branding of Kendal: Regional Imaging Strategy Through Logo and Tagline

Scientific basis for achievement of sustainable competitiveness of a tourist destination

The article examines the scientific basis for increasing the competitiveness of tourist regions (destinations) of Uzbekistan by ensuring sustainable development. Production and consumption models based on three principles of sustainable tourism development; “7M Concept” of competitiveness of a tourism region; three-dimensional system of internal tourism are scientifically substantiated. 5 models of the process of forming tourist flows in the tourism market of Uzbekistan from the point of view of demand are proposed. A forecast has been developed for the types of tourism services the need for will increase and decrease by 2030 in Uzbekistan. The macro information space of the country has been studied, which consists of 1) formal macro information spaces, 2) partially formal macro information spaces and 3) informal macro information spaces. A methodology has been developed for classifying tourism zone brands by regional scale, brand composition and logo shape, as well as a tourism region brand formula. Five CIS countries were comparatively analyzed, combining the methodology of brand classification by composition, the method of determining the quality of the offer in the slogan, the result of the regional brand strategy and the rating of national brands to determine the competitiveness of the tourism brand of Azerbaijan, Armenia, Kazakhstan, Kyrgyzstan, Tajikistan and Uzbekistan.

The Effects of Logo Shape, Logo Color, Typography and Service Quality Towards Brand Image on PT. Gojek Indonesia

This research aims to explain the influences of logo shape, logo color, typography and service quality towards brand image on PT. Gojek Indonesia. There are four independent variables, those are logo shape. Logo color, typography and service quality that researcher wanted to know how much those variables influence on the image of Gojek as a dependent variable. This research used a non-probability sampling technique with a purposive sampling method. The population of the research as a media. The samples in this research were 115 respondents. This research examines the hypothesis by using Statistical Package for Social Sciences (SPSS). The results of this study indicate that typography and service quality have a positive and significant effect on brand image. Meanwhile, logo shape and logo color does not have a significant effect on brand image. Service quality as a dominant variables that influence the brand image.

Vividly warm: The color saturation of logos on brands' customer sensitivity judgment

AbstractColors play an essential role in brand image, especially in brand logos. The extant research has mainly focused on the hue and ignoring the saturation. The current research has provided a new insight that logos with high saturated colors could help brands to increase intimacy with customers and further benefit the brand image. A series of studies tested the effect of color saturation on the brand's customer sensitivity. Study 1 showed that shoes with the high saturated logo were evaluated more comfortable than those with low saturated logo. Study 2 repeated this effect and found that perceived closeness mediated this effect. Study 3 revealed that logo shapes moderated this effect. Specifically, the effect of color saturation on the brand's customer sensitivity judgment only existed in circular logos. Study 4 showed that brand origins moderated this effect. The color saturation effect on purchase intentions reversed for non‐local brands. The present research extends the exploration of color saturation on consumer behaviors and provides practical implications for brands to choose the right logo color.

Logo Shape and Color as Drivers of Change in Brand Evaluation and Recognition

Abstract The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In the explorative part of the study, the effect of the amount of each of the additive primary color on logo perception was examined. Research was done on a sample of 190 students whose ratings were used as logo description measures. Two independent variables used in the study were logo shape (abstract vs. concrete) and logo color (original color vs. greyscale). Results showed that greyscale logos and logos that are concrete were recognized more accurately while liking was not related to either independent variable. It was also observed that the amount of red color in logo is negatively (correlated/related), and blue and green color are positively related to both logo recognition and logo liking. Practitioners are advised to note that factors affecting consumers’ cognition and emotion are different. Scientists can extend findings on the effect of amount of individual colors in a logo. This is one of the first works of research that examined the effect of logo color on brand recognition and has approached studying color in this way of averaging amount of each of the additive primary colors. External validity of the research is enhanced by testing the younger generation in their natural habitat of mobile phone environment.

THE IMPACT OF LOGO SHAPES REDESIGN ON BRAND LOYALTY AND REPURCHASE INTENTIONS THROUGH BRAND ATTITUDE

The present research intends to investigate the effect of logo shapes redesign on brand loyalty and repurchase intention. The analysis also explores the mediating role of brand attitude between logo shapes redesign, brand loyalty, and repurchase intentions. This analysis utilized convenient non-probability sampling and gathered statistics from 452 students and teachers of the University of Okara, Pakistan. The data collected for the study were analyzed using Smart PLS3.0 and reliability analysis / Cronbach's alpha was undertaken to determine the question's accuracy and validity. The logo shapes redesign reviews significantly effect on brand attitude, further on brand loyalty and also on repurchase intention. Noticeably, logo shapes redesign is strongly related to brand loyalty and repurchase intentions both directly and indirectly. Brand attitude significantly mediates the connection between redesign logo shapes, brand loyalty, and repurchase intentions. Very few studies have explored the relationship between the redesign of logo shapes and brand attitude. Relevantly, the research is the first to demonstrate that a brand's features (e.g. logo) may have a differential effect on consumer reaction based on brand loyalty and repurchase intentions to such an extent those loyal consumers often respond more positively than redesigned logos and repurchase product. Moreover, the research offers prolific implications for loyal customers in the study context.Keywords: Logo shapes redesign, brand attitude, brand loyalty, and repurchase intentionsJEL Classification: M310DOI: https://doi.org/10.32479/irmm.10308

Drawing a destination logo from memory and its influence on the destination perception

The purpose of the present study is to understand whether people can recall a destination logo to the extent that they can draw it from memory. A sample of 307 tourists and 313 Emirati nationals were asked to draw the Abu Dhabi destination logo. After drawing the logo, the respondents were asked to complete a questionnaire about their recommendations for a logo for Abu Dhabi, as well as its importance and performance elements and perceptions. The collected drawings were classified by the correct colour and logo shape into five categories, from ‘totally wrong’ to ‘near perfect drawing’, and a path analysis was performed to understand whether better drawings from memory affect the place performance perception. The results show that people tend to draw the same symbol as the one they recommend for the destination logo, which was in this case a falcon. The research has limitations but is a novel method in testing a destination brand, and it opens up ideas for further research.

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.

Do numbers have shape? The matching effect between precise numerical information and brand logo shape

Do numbers have shape? The matching effect between precise numerical information and brand logo shape

Does Rebranding As Name Change Rebuild Or Destroy Brand Equity (Customer Loyalty And Brand Reputation) After Brand Crisis?: The Case of Malaysian Airline System (MAS)

This paper explored on the effect of logo redesigned on rebranding based on consumer perception and acceptance of old logo and new logo after redesigning in Malaysia telecommunication sector. The purpose of this research paper is to identify the effect of logo redesignon rebranding, the relationship between redesigned and rebranding.Thestudy utilizedquantitative survey method of secondary source ingathering data from 375 respondents of student and staff,from three different universities of northern region of Malaysia. Seven Likert scale was used to measure the perception and degree of acceptance of the selected telecommunication new logo. Statistical Package for the Social Sciences (SPSS) 20.0 was used to analyse the collected data. This research paper found significant relationship between logo shape and typography logo redesigning and rebranding,and significant relationship between logo shape, typography logoredesigning and consumerperception. It also established that consumer significantly perceived logo redesigned to be effective and supportive key factor to organization rebranding exercise.This paper presents significant theoretical contribution for academic knowledge purpose and practical contributions for practitioners,in making clear decisions before embarking on rebranding exercise.

Consumer self-construal, need of uniqueness and preference of brand logo shape

Consumer self-construal, need of uniqueness and preference of brand logo shape

The Impact of Logo Design Towards Customer’s Brand Image Perception: A Research of Logo Shapes And Colors in The Hotel Industry

Brand image is how a brand perceived by the customer. The brand image perception shaped by certain attributes of the company that has been delivered through Corporate Visual Identity (CVI). CVI is a visible elements of a brand, often regarded as one aspect that creates company’s image through logo or symbol. The purpose of this research was to determine the significant impact between shapes and colors used in logo design and customers’ brand perception in hotel industry. This research was done with quantitative method where the data was primarily collected through distributing the questionnaires. The data collecting process involves 100 respondents who reside in the Greater Jakarta Area. Multiple regression analysis in SPSS version 21.0 was used to analyze the data. The result of this research showed that both shapes and colors used in the logo have strong impact on how brand image perceived by the customers. Shapes of the logo influence the brand image perception with a percentage of 92.5%, while colors affect the brand image perception with a percentage of 92.4%. Based on the result, it can be concluded that applying certain shapes and colors in the logo design can help hotel industry to enhance the desired brand image and create a strong brand positioning in the market.

Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments

Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagery-generation process that utilizes the visuospatial sketchpad component of working memory. There are no logo shape effects on attribute judgments when the visuospatial sketchpad component of working memory is constrained by irrelevant visual imagery, when people have a lower disposition to generate imagery when processing product information, and when the headline of the ad highlights a product attribute that differs from the inference drawn from the logo shape. Further, there are shape effects even when the shape is incidentally exposed beforehand using a priming technique rather than being a part of the logo itself, demonstrating the generalizability of our findings. When taken together, the results have implications for working memory, consumer imagery, and visual marketing.

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.

Keberfungsian Desain Penanda Identitas Berhuruf Cina pada Restoran dan Cafe Di Bandung

After the revocation of prohibition of Chinese language usage in 2000 by President Abdurrahman Wahid, corporate's identity signs using Chinese letters are flourishing Indonesia. The appearances of identity sign using Chinese letters in the last 10 years is quite confusing considering not many people can read them. The function of identity signs to convey information for public are not fully achieved. Study about how the usage of Chinese letter as a foreign language in identity sign in Bandung with low level of interpretation but can create strong image with high rate of effectiveness and also about the philosophy of Chinese culture contained in the elements that formed identity sign such as name selection, logo shape, Chinese typography, and color, has not been written.This study assess the existence of restaurant's/cafe's identity sign located in Bandung, West Java. By analyzing the elements in Chinese letter identity sign, this study seeks to evaluate the legibility of Chinese letter identity signs. Knowing the exact level of effectiveness of a identity sign for the next design, designers can notice more the recipient background, so they can still functioning as identity sign and convey information about the existence of restaurants and cafes. In addition, this study tries to identify the elements of Chinese culture contained in the Chinese letter identity sign, by elaborating visual element analysis of identity signs, such as: the selection of names, colors, shapes, the usage of symbols in Chinese culture and font type. Chinese society is a society that its culture has evolved over thousands of years. Starting from the color in Chinese culture has its own significance, also typical objects in Chinese culture has profound meaning for the people. Some elements of Chinese culture can be felt so deeply in restaurant/cafe identity sign that is designed in Chinese letter.Chinese letter that serves as text to convey information becomes ineffective, because of its presence in Bandung, a city that the majority of communities can not speak Chinese. Therefore, Chinese characters used in identity signs in Bandung shift their function from text (logotype) to be ornaments (logogram) that give the feel and identity of Chinese. So text message is no longer the main thing to be said, but image is, as a primary goal to be conveyed.

The effect of brand design on brand gender perceptions and brand preference

Purpose– This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.Design/methodology/approach– This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.Findings– Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.Research limitations/implications– Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.Practical implications– This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.Originality/value– This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

Table of Contents

Abstract What's the Best Logo Shape? Profile Of Success What Does Your Brand Promise? Enhance Member Events With Mobile Technology Target Your Audience Host Activities to Engage Community, Build Support Making Connections Humanize Your Communication in a Tech‐laden World Crowd‐pleasing Ventures Video Contest Helps Ambassadors Define School's Voice What a Video Contest Can Do for Your Organization Seventeen Ways to Capture E‐mail Addresses Keep Employee Biographies Brief, Consistent, Focused Personalize Press Kits Add Personal Touches to Online Media Kits External Communications Seven Ways to Punch Up Your Constituent Newsletter Internal Preparation Steps Detailed Planning Tools Make for Planned Giving Success Best Marketing Practices Can Be Inexpensive Outsource Important Tasks Which News and Information Distribution Services Fit You Best? Press Release Distribution Companies One Company's Experience With a Distribution Service Get Face‐to‐face With Reporters Improve Media Connections by Hand‐delivering Media Kits List Cell Phones in Press Releases Online Tools Online Form Captures News Story Info Websites Offer Designer Social Media Buttons Offer Writing Workshop to Engage, Inspire Community Tell Your Organization's Story Developing a Book Educates Community, Raises Funds Tips for Creating a Book to Support Your Nonprofit

Development of transfer type variable lamination manufacturing (VLM- st) process

RP technologies have been widely used to reduce the lead-time and development cost of new products. However, most of the developed RP technologies have disadvantageous characteristics, due to their working principle: a large building time, a stair-stepped surface of a part and additional post-processing. In addition, it requires a high cost to install, operate and maintain the RP apparatus. The objective of this paper is to propose a new rapid prototyping system, transfer type variable lamination manufacturing process using expandable polystyrene foam (VLM- st), to overcome the disadvantages. VLM- st has various technical novelties such as a thick layer with thickness of less than 4 mm, a sloped surface with the first order approximation between the top and bottom surfaces of each layer, a stacking method using the pilot pin and building board, a concept of unit shape layer (USL), and a synchronized four-axis hotwire cutter with linear heat source and a parallelogram mechanism. In this paper, the characteristics and the key features of VLM- st are discussed. In order to investigate the applicability of the new RP process, various prototypes, such as an extruded shape, son-o-kong shape, a world-cup logo, and a human head shape, are manufactured by the prototype of the VLM- st apparatus. All shapes are manufactured within one hour. In addition, the efficiency of the new RP process is examined by comparing the world-cup logo shape and the human head shape with those of Laminated Object Manufacturing (LOM) from the viewpoint of geometrical conformity, total building time, building cost, and dimensional accuracy.