The Influence of Logo Design Elements on Perceptions of Brand Personality

Aditi Bajaj, Scheller College of Business, Georgia Institute of Technology
Sam Bond, Scheller College of Business, Georgia Institute of Technology
Addressing a void in extant branding research, we focus on the connection between logo design characteristics and brand inferences. Based upon literature in branding and design, we suggest that specific logo design elements can be utilized to convey specific brand personality traits, and we present initial research supporting this claim.
[ to cite ]:
Aditi Bajaj and Sam Bond (2012) ,"The Influence of Logo Design Elements on Perceptions of Brand Personality", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1133-1133.