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Logo Shape and Color as Drivers of Change in Brand Evaluation and Recognition

Matia Torbarina, Nina Grgurić Čop, Lara Jelenc

Abstract


The purpose of the present study was to test whether logo shape and color
affect emotional and cognitive response to a new logo. In the explorative part
of the study, the effect of the amount of each of the additive primary color on
logo perception was examined. Research was done on a sample of 190 students
whose ratings were used as logo description measures. Two independent variables
used in the study were logo shape (abstract vs. concrete) and logo color
(original color vs. greyscale). Results showed that greyscale logos and logos that
are concrete were recognized more accurately while liking was not related to
either independent variable. It was also observed that the amount of red color
in logo is negatively (correlated/related), and blue and green color are positively
related to both logo recognition and logo liking. Practitioners are advised
to note that factors affecting consumers’ cognition and emotion are different.
Scientists can extend findings on the effect of amount of individual colors in a
logo. This is one of the first works of research that examined the effect of logo
color on brand recognition and has approached studying color in this way of
averaging amount of each of the additive primary colors. External validity of the
research is enhanced by testing the younger generation in their natural habitat
of mobile phone environment.


Keywords


corporate logo, brand awareness, logo likability, logo color, logo shape

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