The Exciting Asymmetry Effect: the Interplay of Logo Design and Brand Personality on Brand Equity

Jonathan Luffarelli, Cass Business School, City University London
Antonios Stamatogiannakis, IE Business School - IE University
Haiyang Yang, Carey Business School - Johns Hopkins University
Four experimental studies and the analysis of a large-scale field dataset (n=15,000), demonstrate that an asymmetrical (vs. symmetrical) logo boosts the customer-, company-, and financial-based equity of brands which possess an exciting personality. Commercial designers, however, were found to prefer using symmetrical logos for such brands, harming brand equity.
[ to cite ]:
Jonathan Luffarelli, Antonios Stamatogiannakis, and Haiyang Yang (2015) ,"The Exciting Asymmetry Effect: the Interplay of Logo Design and Brand Personality on Brand Equity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 622-623.