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A study of 597 logos shows which kind is most effective

journal contribution
posted on 2023-06-10, 00:46 authored by Jonathan Luffarelli, Mudra Mukesh, Ammara Mahmood
Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Harvard Business Review

ISSN

0017-8012

Publisher

Harvard Business Publishing

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2021-08-31

First Compliant Deposit (FCD) Date

2021-08-31

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