A Study of 597 Logos Shows Which Kind Is Most Effective
Luffarelli, J, Mukesh, M. and Mahmood, A 2019. A Study of 597 Logos Shows Which Kind Is Most Effective. Harvard Business Review.
Luffarelli, J, Mukesh, M. and Mahmood, A 2019. A Study of 597 Logos Shows Which Kind Is Most Effective. Harvard Business Review.
| Title | A Study of 597 Logos Shows Which Kind Is Most Effective |
|---|---|
| Type | Journal article |
| Authors | Luffarelli, J, Mukesh, M. and Mahmood, A |
| Abstract | Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better. |
| Keywords | Logo Design, Branding, Brand management, Customer experience, Marketing |
| Journal | Harvard Business Review |
| ISSN | 0017-8012 |
| Year | 2019 |
| Publisher | Joshua Macht |
| Accepted author manuscript | File Access Level Open (open metadata and files) |
| Web address (URL) | https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective |
| https://www.hbsp.harvard.edu/product/H055D6-PDF-ENG | |
| Publication dates | |
| Published | 12 Sep 2019 |