THE EFFECT OF LOGO DESIGN ON BRAND PERSONALITY PERCEPTIONS

Abstract

This research examines the impact of the graphic design characteristics of brand logos on consumers ’ perceptions of brand personality. Results strongly support an effect of multiple logo design characteristics on all brand personality dimensions. Implications for brand personality research and managerial practice are discussed. Logo Design and Consumer Reponses A logo consists of the graphic design and type face elements an organization uses to identify itself or its products (Bennett, 1995; Henderson & Cote, 1998). Logos appear in print and television advertising, and on point-of-purchase displays, packaging, business cards, letter heads, and branded apparel (Henderson & Cote, 1998). Logos are an important element of a brand’s visual identity (Keller, 2003; Kohli, Suri, & Thakor, 2002). They allow organizations to communicate positively about a product or the company itself (Check-Teck, 2001), can create competitive advantage (Balmer & Gray, 1999), and support global marketing strategy (Henderson, Cote, Leung, & Schmitt, 2003). A crucial consideration in the evaluation, selection, and modification of logos are consumer responses to the logo: A logo is only successful if it results in consumer responses that support

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