Original Logo Research Articles

The Evolution and Implications of the Elsevier Logo: An Examination of Logo Modifications and their Impact on Scholarly Perception and Transparency

Scholars often face pressure from their institutions to publish their research papers in journals published by Elsevier Group. However, there have been concerns raised by some scholars regarding alleged irregularities committed by Elsevier. This study aims to investigate the true nature of Elsevier and the authority it claims to exert over the world's scholarly knowledge. It is important to note that this study does not rely on scholarly criticisms of Elsevier. Instead, we adopt a historical inquiry approach to understand Elsevier's identity. The research employs the principles of connecting the dots and following the evidence, and is conducted with an open mind, outside the confines of traditional frameworks. During the investigation, it was discovered that Elsevier had tampered with their original logo, contradicting their claim of using the authentic version. This revelation suggests that they may have been attempting to conceal certain aspects of their organization from scholars. Therefore, this study invites scholars to reexamine Elsevier, irrespective of public opinion and perceived authority.

COVID-19 Vaccine-Related Information on the WeChat Public Platform: Topic Modeling and Content Analysis.

The COVID-19 vaccine is an effective tool in the fight against the COVID-19 outbreak. As the main channel of information dissemination in the context of the epidemic, social media influences public trust and acceptance of the vaccine. The rational application of health behavior theory is a guarantee of effective public health information dissemination. However, little is known about the application of health behavior theory in web-based COVID-19 vaccine messages, especially from Chinese social media posts. This study aimed to understand the main topics and communication characteristics of hot papers related to COVID-19 vaccine on the WeChat platform and assess the health behavior theory application with the aid of health belief model (HBM). A systematic search was conducted on the Chinese social media platform WeChat to identify COVID-19 vaccine-related papers. A coding scheme was established based on the HBM, and the sample was managed and coded using NVivo 12 (QSR International) to assess the application of health behavior theory. The main topics of the papers were extracted through the Latent Dirichlet Allocation algorithm. Finally, temporal analysis was used to explore trends in the evolution of themes and health belief structures in the papers. A total of 757 papers were analyzed. Almost all (671/757, 89%) of the papers did not have an original logo. By topic modeling, 5 topics were identified, which were vaccine development and effectiveness (267/757, 35%), disease infection and protection (197/757, 26%), vaccine safety and adverse reactions (52/757, 7%), vaccine access (136/757, 18%), and vaccination science popularization (105/757, 14%). All papers identified at least one structure in the extended HBM, but only 29 papers included all of the structures. Descriptions of solutions to obstacles (585/757, 77%) and benefit (468/757, 62%) were the most emphasized components in all samples. Relatively few elements of susceptibility (208/757, 27%) and the least were descriptions of severity (135/757, 18%). Heat map visualization revealed the change in health belief structure before and after vaccine entry into the market. To the best of our knowledge, this is the first study to assess the structural expression of health beliefs in information related to the COVID-19 vaccine on the WeChat public platform based on an HBM. The study also identified topics and communication characteristics before and after the market entry of vaccines. Our findings can inform customized education and communication strategies to promote vaccination not only in this pandemic but also in future pandemics.

Application of Narration in QR Code Image Design

Narrative design was originated in the 20th century. As a kind of design thinking, it runs through various fields such as architecture, environment, and new media. The QR code design has gradually become a bridge for media integration design, and its importance is becoming increasingly obvious. An optimized QR code design may gradually replace the original LOGO of certain goods or brand. In this study, narration is embedded into the QR code design, and a new QR code design image is gradually constructed through three ways of planarization, spatialization, and narration.

Alcohol Recognition and Desire to Drink of Extended Alcohol Brand Logos.

Alcohol companies in Thailand have adopted surrogate marketing that uses similar logos on non-alcoholic products. We aimed to assess variations of the alcohol recognition using reaction time and desire to drink among consumers exposed to original logos and modified logos (i.e., black logos, partial logos, logos on non-alcoholic beverages and other merchandise). Participants aged ≥19 years took part in this cross-sectional study. The primary independent variables were types of logos: original logos, modified logos (i.e., black logos, partial logos, logos on non-alcoholic beverages, and logos on other merchandise). An in-house-developed online survey randomly presented the logos. Alcohol recognition and the desire to drink alcohol were assessed. The study included 1185 participants. More time (estimated coefficient of reaction time <0.5 s) was required to recognize the modified logos than the original logos. Younger participants (19–24 years) reacted significantly faster than the older participants (>25 years) after seeing all types of logos. The desire to drink alcohol (<0.5 point) upon seeing the modified logos was lower than the original logos. No significant difference in the desire was observed between the younger and older participants upon seeing the original and partial logos. The modified logos reminded consumers of the alcohol products of that brand with a tiny difference in reaction time and the desire to drink without practical significance.

FAKE LOGO DETECTION

This project aims to find fake logos by matching and detecting them against the original logo. This is accomplished by dividing the logo picture into rows and columns and assigning an index value to each cell. The values in each cell are referred as pixels which can be compared with logo image to classify whether it’s a fake logo or original logo. To say whether the logo is fake or the original by looking at the relationship between the pixel values of both the original and the logo in training dataset. The original logo is determined by the pixel values of all cells exactly matching the genuine logo otherwise its fake logo. The convolution neural network algorithm is used for detecting and classifying the logo.

Humanization of Logo as a Representation of Social Values in Halodoc

In utilizing the Halodoc application, there is a communication gap between direct speech communication and communication through the application. Through Roland Barthes' semiotic method, this research attempts to examine this problem and propose an alternative solution in the form of emoji humanization. Heidy's emoji structure is indeed synonymous with the Halodoc logo. Meanwhile, according to the connotative analysis, you can see the emoji visualization whose characters are identical to today's human characters. This character is characterized by expressions and facial expressions that look cheerful and friendly. This study concludes that there are a number of indicators of success in composing humanist emojis and still referencing the main logo identity. In the principle of emoji design, structurally it must be dominated by a shape similar to the original logo. The addition of mimics, expressions, limb movements, and body movements itself must represent the true expressions of humans who provide health ordering services. Thus, emojis are more attractive, interactive, and communicative. As confirmed by various studies, this intimacy between users and emojis that looks humanist has proven to strengthen customer trust in services.

The Bear Cave: Using gamification to teach organizational communication

Organizational communication has concepts and processes that can be difficult to absorb. Using gamification as a pedagogical strategy, a semester-long project is developed to help students learn through application. The Bear Cave is a class-wide competition where students create an organization and seek a fictional investment of $1,000,000. In groups of three or four, students go through four checkpoints where they develop an organization from scratch. This allows students to receive instructor feedback, peer evaluation, and the opportunity to pitch their idea in the final part of the semester. Student feedback shows high satisfaction with the use of gamification strategies and an increase in retaining the material. Courses Organizational Communication; any undergraduate communication course that centers on communication in organizations. Organizational communication courses offered in online formats can also benefit. Objectives This semester-long project asks students to develop an organization from scratch using organizational communication theory and concepts. In groups of three for four, students are expected to (1) develop an idea and original logo for an organization, (2) explain how their organization operates according to communication concepts and principles, and (3) competitively present written and oral proposals.

Evident and epistemic American New Balance and Segway logo: a forensic linguistic study

The fact that language changes is inevitably touches aspects related to the law especially in implementing the task of being a linguist to deal with cases of duplication. Armed with knowledge of the symptoms of language change, a forgery case can be explained and explained so that justice is revealed. This paper aims to reveal how cases of logo and brand forgery can be revealed through linguistic studies by using forensic and visual studies. The writer will also discuss the rhetorical effects related to the underlying ambiguities between a purely evidential semiotics of the investigated strategies. The method used is descriptive qualitative with document analysis. This method explains in detail the actual state of data and data retrieval. The results found that the 2 data are linguistically and visually duplicate the original logo. Some fake products use the same language as the original product logo, but the copycat uses a language style that is more general and acceptable in the target community. In conclusion, phonological and visual analysis found similarities in the use of original brand consonants and vowels, as well as visualization of the type and size of letters appearing to imitate, deceive, and confusing customers.

Heritage luxury brands: insight into consumer motivations across different age groups

Purpose Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage luxury brand consumers. This study aims to provide insight into the complex interplay between consumers’ age and purchase motivations of heritage luxury brands. Design/methodology/approach Through the analysis of interview data with consumers of different age groups, this study takes a closer look at the consumer motivation underlying the consumption behavior of three different consumer age groups: late adolescents (16–25 years old), middle-aged adults (33–40 years) and older adults (67–74 years old). Findings This study delivered additional insights to the literature, especially in the areas of knowing how consumers are motivated when heritage is incorporated as a distinct dimension. The findings revealed that consumers themselves identify purchase drivers based on their perception of a brand’s investment values as “monetary appreciation,” “potential to become vintage” and “inheritance value.” Age differences also emerged in how participants discussed these themes and how they related to attitude functions, such as social-adjustive, utilitarian and hedonic. Practical implications Luxury brand managers should carefully consider age differences when planning their marketing initiatives. An awareness of consumers’ heritage luxury brand motivations of different ages will help practitioners better position their market offerings. The findings suggest that practitioners must recognize that there are likely to be differences in how different age group consumers respond to marketing initiatives and that consumer’s age is likely to play a key role in shaping the attitude of consumers. For older adult consumers, the optimal market offering would emphasize the inheritance value of heritage luxury brands. To that end, reinforcing attributes of nostalgia through the use of original logos, brand stories and classic designs is likely to be effective in targeting this age group. When targeting adolescents, heritage luxury brand managers need to take account of the changing consumption behavior of this age group, including their need to switch brands and adapt to their social surrounding. To provoke the purchase behavior of late-adolescent consumers, it seems that heritage luxury brand managers should draw on their image of social status enhancers. Originality/value In this study, a gap in the literature is addressed by focusing on an overlooked demographic variable as it relates to motivations toward heritage luxury. To the author’s best knowledge, this is the first study of its kind simultaneously considering heritage and luxury brand dimensions by exploring the motivations of consumers of different age groups.

Tribute to Harcourt M. Stebbins, DDS, Colonel (Ret), USAF.

Tribute to Harcourt M. Stebbins, DDS, Colonel (Ret), USAF.

The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to identify emotions and subjective consumer preferences. Consumer neuroscience tools provide valuable information to decide on the success of the company in the future, so we consider it as essential to inform entrepreneurs and subjects alike about this modern way of studying consumer behavior. The subject of the research was the original logo of the selected company and the design of three new logo variants that were created using the online graphical tool. Primary data collection was realized under laboratory conditions using the Eye Tracker and Face Reader. Overall, based on the results of our research, we rated the proposal no. 1 as the best one because it kept the views of respondents for the longest time and each respondent looked back at this color combination. The same results were confirmed as well by heat maps. The new logo found for the selected company, however, is recommended for further testing, such as AB testing involving consumer neuroscience tools, to verify the validity of the research undertaken.

The role of implicit learning in logo substitution

PurposeSome marketers have challenged psychologists’ contention that human beings can only learn by using conscious effort. They argue that advertising can be effective at low levels of (or even no) attention. Also, despite the absence of (or low levels of) consciousness, these subconscious responses can be linked to brands. The purpose of this study is to investigate the impact of implicit learning in the context of logo substitution – an image that may not look like the original logo, and may not even be consciously associated with the original brand or its logo.Design/methodology/approachData were collected by means of two quasi-experimental studies.FindingsThe results suggest that, thanks to implicit learning, logo substitution can be effective.Research limitations/implicationsOne limitation was that data were collected from two relatively small convenience samples.Practical implicationsLogo substitution can be of value when a company faces a situation when advertising is banned or restricted, when the target market is saturated with marketing stimuli (clutter) and when there is a risk that aggressive advertising can lead to psychological reactance. The purpose of logo substitution would then be to unobtrusively activate mental representations closely related to the original logo.Originality/valueThe central contribution of this study is that it demonstrates how the principles of implicit social cognition, implicit learning and logo substitution can be used by marketers to overcome the undesirable and even adverse advertising circumstances they sometimes face.

Implicit and explicit identification of counterfeit brand logos based on logotype transposition

PurposeWith trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original brand logos. This paper aims to explore the varying forms of fraudulent imitation of original brand logotypes (operationalized at the level of logotype transposition), which can aid in the detection of a counterfeit brand.Design/methodology/approachAcross two studies, this research tested how well consumers can differentiate counterfeit from original logos of well-known brands both explicitly and implicitly. Seven popular brand logos were altered to create different levels of visual dissimilarity and participants were required to discriminate the logos as fake or genuine.FindingsResults demonstrate that although consumers can explicitly discriminate fake logos with a high degree of accuracy, the same is not true under conditions in which logos are presented very briefly (tapping participants’ implicit or automatic logo recognition capabilities), except when the first and last letters of the logotype are substituted.Originality/valueA large body of research on counterfeit trade focuses on the individual or cross-cultural differences behind the prevalence of counterfeit trade. There is limited research exploring the ability of a consumer to correctly identify a fake logo, based on its varying similarity with the original logotype; this paper addresses this gap. Given that many of the purchase decisions are often made automatically, identifying key implicit differentiators that can help a consumer recognize a fake logo should be informative to both practitioners and academics.

The logo matters: the effect of the logo type on the attitude towards co-products

ABSTRACTThis study investigates the effect of the type of logo used to promote co-products. In the case of an added logo, the logos of the constituent brands are lined up next to each other. An integrative logo is composed of the elements of both original brand logos. A novel logo does not contain any elements of the original brand logos. We found that the use of an integrative logo results in more favourable perceptions of brand cooperation, higher perceptions of co-product quality, more positive feelings and a more favourable attitude towards the co-product compared to the use of an added or novel logo. For a novel logo of co-products, consumers reported feelings of irritation and frustration and a less favourable attitude compared to an added logo.

Robust zero-watermarking algorithm based on polar complex exponential transform and logistic mapping

This paper introduces a new zero-watermarking algorithm based on polar complex exponential transform (PCET) and logistic mapping. This algorithm takes advantage of the geometric invariance of PCET to improve the robustness of the algorithm against geometric attacks, and the logistic mapping’s sensitivity to initial values to improve the security of the algorithm. First, the algorithm computes the PCET of the original grayscale image. Then it randomly selects PCET coefficients based on logistic mapping, and computes their magnitudes to obtain a binary feature image. Finally, it performs an exclusive-or operation between the binary feature image and the scrambled logo image to obtain the zero-watermark image. At the stage of copyright verification, the image copyright can be determined by performing the exclusive-or operation between the feature image and the verification image and comparing the resulting image to the original logo image. Experimental results show that this algorithm has excellent robustness against geometric attacks and common image processing attacks and better performance compared to other zero-watermarking algorithms.

PRS Global Open's Evolution: Logo, Growth, and Mission.

PRS Global Open's Evolution: Logo, Growth, and Mission.

Merchants of mayhem.

Merchants of mayhem.

The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

LOGO EXTRACTION USING COMBINED DISCRETE WAVELET TRANSFORM AND DYNAMIC STOCHASTIC RESONANCE

In this paper, we have introduced a new method for watermark (logo) extraction from distorted watermarked images. The method is based on combined discrete wavelet transform (DWT) and dynamic stochastic resonance (DSR). In this method, the image property such as variance corresponding to the DWT coefficients of the image is tuned with the dynamic stochastic resonance parameters which causes resonance to the DWT coefficients. That is, the signal amplitude enhances and noise amplitude degraded in the DWT coefficients. This approach extracts hided logo from the distorted watermarked image which is almost very similar to the original logo. The experimental results have been compared with the existing techniques and were found to be superior.

The Image Confusion in Trademark Map

Under the global competition, using integrated marketing of brands to raise the economic effect has become an important edge. Not only being distinguishable from competitors, brands can also become a key point of stimulating the behavior of purchase. Therefore the design of trademark images is extraordinarily important. Similar logo can cause lower rate of recognition, increase in the chance of consumers to misunderstand or mix up, and behavior of tort that lead to damage enterprise itself and customers. So far, in the world-famous periodicals and documents, we have not found related research of logo similarity; therefore, this will be a groundbreaking research. In this research, we choose logo of Coca Cola which has kept in leading position under the evaluation of brand consultant company “Interbrand”. We produced twelve images which including the original logo that were done by mixing up Coca Cola logo. In addition, we asked forty graphic designers who have worked in related field for over two years to assist in building distribution map of logo so that we can figure the main reason of mix-up in trademark image up. Enterprises can use this result to draft a strategy that make themselves become more competitive and unique.