University of Twente Student Theses
The visualization of archetypes through the use of colors in logos
Broek, Niels uit het (2014) The visualization of archetypes through the use of colors in logos.
|
PDF
1MB |
| Abstract: | The logo is the most eye-catching element of a brand, as it is visible on buildings, clothing, products, packaging, letters, brochures, and commercials. Therefore, the identity of a brand should be embedded in its logo. The color is an important aspect of the corporate visual identity. This study examined to what extent a brand identity, in the form of an archetypical personality, can be visualized with colors in logos. Differences in hue, saturation and brightness were measured in the main study. An online questionnaire was used to measure the fit between logo colors and brand archetypes. The results of this study show that colors can be used in logos to visualize archetypes. Colors are a helpful tool to express an archetype of a brand. Directives for the use of colors in logos are presented for every archetype and clusters of archetypes are formed and discussed. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/64830 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page