Symmetrical Logos Can Harm Brand Equity: the Interactive Effect of Logo Design and Brand Personality on Brand Valuation

Jonathan Luffarelli, IE Business School - IE University, Spain
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Haiyang Yang, Johns Hopkins University, USA
Using experimental results and large field datasets on logo perception and brand valuation, we show that symmetry in logo designs interacts with excitement and competence dimensions of brand personality, negatively impacting brand equity. These effects are unique to symmetry and not driven by other visual characteristics (e.g., complexity, contrast, fluency).
[ to cite ]:
Jonathan Luffarelli, Antonios Stamatogiannakis, and Haiyang Yang (2013) ,"Symmetrical Logos Can Harm Brand Equity: the Interactive Effect of Logo Design and Brand Personality on Brand Valuation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.