University of Twente Student Theses


A Logo that Speaks for Itself: The Interplay between Logo Designs and Textual Elements

Eskes, M. (2021) A Logo that Speaks for Itself: The Interplay between Logo Designs and Textual Elements.

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Abstract:A brand logo is a crucial part of brand and corporate communication. Logos can differ greatly in the degree of realism of the design in which the presence of a textual element may clarify the design. Considering that research on the combination between logo design characteristics and text is lacking, the current study aims to investigate the interactive effects between (sports apparel) brand logos’ level of representativeness and textual clarifications. A questionnaire in English assessed brand associations, attitudinal evaluations, and recognition arising from brand advertising material for a fictitious organization among 251 participants. The results showed that there are differences in evaluations between the levels of logo representativeness, however, the analyses did not reveal any main effects for the textual element levels. Overall, the suggestive logo designs received the most favourable evaluations compared to the descriptive and abstract logo designs. The results illustrate that minor differences in logo design's visual appearance can affect associations and evaluations of the logo as well as the brand and its personality. For practitioners and academics in the field of marketing communication, the findings confirm the importance of a thorough understanding of design elements as a tool to generate favourable associations and create correct or preferred brand associations, leading to more informed logo design decisions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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