University of Twente Student Theses


Effects of logo element congruence on brand traits and evaluations

Rockler, Harmen (2019) Effects of logo element congruence on brand traits and evaluations.

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Abstract:This research was conducted to examine the effect symbolic congruence among elements in a logo has on brand evaluation and strength of brand traits. Logo elements like colors, shapes and typefaces have symbolic meanings that can be conveyed to consumers. Few studies have examined how logos composed of multiple elements are perceived. It was hypothesized logos comprised of elements conveying the same meaning (i.e. congruent logos) would positively influence consumers’ perceived brand liking and the strength of perceived brand traits. Two studies were performed to test the hypothesis. The first study used an experimental design to test the symbolic meaning of symmetry, color and wordmarks to establish the traits they signal. In the following study, a 2 × 2 between-subjects experimental design was used to test the effect of symbolically congruent elements — shape and color — on consumers’ perceptions and evaluations. Results from the first study contradicted established research suggesting asymmetric logo shapes are perceived as more exciting and symmetric logos are perceived as more competent. The second study showed logo color and symmetry exert influence on general impressions of companies. No significant results were found to support congruent logos leading to increased liking or stronger perceived brand traits.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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