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.

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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)
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