A study of 597 logos shows which kind is most effective

Luffarelli, Jonathan, Mukesh, Mudra and Mahmood, Ammara (2019) A study of 597 logos shows which kind is most effective. Harvard Business Review. ISSN 0017-8012

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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.

Item Type: Article
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 31 Aug 2021 10:49
Last Modified: 11 Oct 2021 12:13
URI: http://sro.sussex.ac.uk/id/eprint/101347

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