..., personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract). Design/methodology/approach This exploratory study incorporates recent methodological developments...

... approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses. Logos, in particular, are viewed as the key element in a company’s...

...’ influences on brand extension attitudes along with the differences in consumers’ regulatory focus. The logo frame effect on brand breadth shall provide managerial insights for logo design on brand extension strategies. Based on the purposes of this study, we first reviewed the design of logo frames...

... 24 07 2018 27 07 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Colour Logo design Brand identity Dynamic brands For decades, visual identities have been structured around their visual identity systems (VIS), which forms...

...Zhijuan Zhu; Huai Cao; Bin Li Purpose The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different characteristics that impact liking a logo. The logos of youth education brands were...

... School and logo go well together Surprise Have you been surprised by this new logo? (answers: yes, very unpleasantly to yes, very pleasantly) Values Brand evaluation Logo design In September 2015, Google decided to change its logo. Three weeks later, this change...

...Maria Sääksjärvi; Ellis van den Hende; Ruth Mugge; Nicolien van Peursem Purpose This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo). Design/methodology/approach...

...Joana Cesar Machado; Leonor Vacas de Carvalho; Anna Torres; Patrício Costa Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one...

... Limited 2014 Brand meaning Global branding Brand name Logo design An executive summary for managers and executive readers can be found at the end of this issue. Understanding how to create a global brand is of “paramount importance” (Ozsomer et al., 2012...