Quantitative Analysis in Impression for Trademarks, Symbols and Logotypes of Corporations in Terms of Familiarity and Design Category

Abstract

Corporate images are important for additional value. Therefore, the customers' impression for corporate logos is very important for the management strategy. This study considers the impression of the customer and is based on a questionnaire survey data and focused on whether the participants knew the logos well or not. Previous study suggested that certain logos give the impression of the reliability-confidence and the innovation-invention. It seems reasonable to suppose that the participants' familiarity with logos affects the impression of reliability-confidence and the innovation-invention. The questionnaire was divided into 4 parts. Our concern in this paper is to examine correlation of Question 2 and Question 4. Question 2 asked whether the participants had ever seen the logos or not. Question 4 asked the impression of the logo. The participants were university students: 24 graduate students and 192 undergraduate students (n = 170: male 131 / female 39) (age: min. 20 / max. 24, M = 20.91, MD = 21, SD = .999). There were 18 logos as stimuli. As the result of the factor analysis, 3 factors have been gained. After calculating the mean value of the factor loadings, we defined the cognition value that based on the answers from Question 2. And, we tried to survey the correlation between the participants' impression and participants' familiarity for the logos. For example, the logo of Panasonic has high Reliability-Confidence impression and the logo of American Broadcasting Company has few impression. This two logos has common and simple typeface, but Panasonic has high cognition value and American Broadcasting Company has low cognition value. We assume familiarity makes dominant impression for participants. We suppose we will going able to make more efficient corporate logo design by concentrating domestic environment. This study can be useful for corporate strategy, product design and urban planning.

Research on logo design and evaluation of youth education brands based on visual representation

“…KE can be extended not only to consider any type of requirement (not just the emotional aspect) but also to outline the relevant techniques (Bakaev and Gaedke, 2016). In addition, KE can be utilized in logo research (Dai and Jiang, 2012; Suzuki and Yamamoto, 2014). However, in the field of logo design, there have been few KE-based studies.…”

Images and Anatomy of Latin Typefaces

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