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. Advanced online publication.

TitleA Study of 597 Logos Shows Which Kind Is Most Effective
TypeJournal article
AuthorsLuffarelli, 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.

KeywordsLogo Design, Branding, Brand management, Customer experience, Marketing
JournalHarvard Business Review
ISSN0017-8012
Year2019
PublisherJoshua 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
Published12 Sep 2019

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