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The Effect of Brand Adjectives on Logo Selection

Description
Logos are a vital part of a company’s brand. They are what catches people’s eyes and is a symbol that people associate the company with. Even if one forgets the name of a company or what they specialize in, a memorable and unique logo can linger within an individual's mind…

Logos are a vital part of a company’s brand. They are what catches people’s eyes and is a symbol that people associate the company with. Even if one forgets the name of a company or what they specialize in, a memorable and unique logo can linger within an individual's mind and can keep the memory of a specific company alive in their minds. In my thesis project, I am combining the fields of marketing and visual cognition to measure and research if there are specific visual aspects of a logo people instinctively associate with different brand adjectives: sustainability, trustworthiness, and modern.
ContributorsFernando, Neesha (Author) / Hartwell, Leland (Thesis director) / Ramirez De La Vina, Patricia (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Life Sciences (Contributor)
Created2024-05