... The content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types...

.... This analysis was performed using three different studies. Findings The results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference. Practical implications...