This research investigates the influence of incomplete typeface logos on consumer perceptions of the firm. In these logos, parts of the characters in the company name are intentionally missing or blanked out, giving rise to a form of perceptual ambiguity. Three studies demonstrate that although incomplete typeface logos have an unfavorable influence on perceived firm trustworthiness, they have a favorable influence on perceived firm innovativeness. The former influence is tied to the logo's perceived clarity, while the latter influence is tied to its perceived interestingness. Furthermore, incomplete typeface logos have an unfavorable influence on overall attitude toward the firm, but only for consumers with a prevention, rather than promotion, focus. These findings suggest that firms should avoid incomplete typeface logos if perceptions of trustworthiness are critical or if consumers are likely to have a prevention focus. However, such logos may be successfully employed with promotion-focused consumers, and they may be used as a tool to position a firm as innovative.
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