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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 MahmoodGreat 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.
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- Published
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- Accepted version
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Harvard Business ReviewISSN
0017-8012Publisher
Harvard Business PublishingDepartment affiliated with
- Strategy and Marketing Publications
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- No
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- Yes
Legacy Posted Date
2021-08-31First Compliant Deposit (FCD) Date
2021-08-31Usage metrics
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