Lecture 5: visual branding - all about logos

Question 1

What are the visual elements of a brand?

Answer 1

1. Logo
   set of visuals signifiers that refer to the brand
2. Typography
   refers to the display of text related to a brand, including size and font
3. colour
   fundamental cue to the identity of a brand

Question 2

Which three categories of logos are there?

Answer 2

1. Symbols
   geometric elements that have a deeper meaning i.e. Mitsubishi
2. representations
   stylised depictions of nature, humans or others i.e. Hollister
3. logotypes
   representations of the name brand with a characteristic font
   i.e. Barbie

Question 3

Why are more brands moving towards round logos?

Answer 3

Round logos are often associated with harmony, friendliness and approachability

Question 3

How does a logo connect to brand equity?

Answer 3

when is logo recall is easy, people will recognise it faster and buy your product which leads to higher sales

Question 4

What is the pros and cons of having a complex logo?

Answer 4

(-) Having a busy/complex design that doesn’t have understandable edges, can hurt the attention of advertisements because they don’t understand what they are exposed to.

(+) Having a different shape/pattern can be interesting as it can help memory/comprehension because it is so different from everybody else.

Question 4

What is brand commitment?

Answer 4

an enduring desire to maintain a valued relationship with
the brand.

Stronger commitment to a brand = stronger perceived
connection between themselves and the brand.

Question 5

How does exposure to a logo influence consumer attitude to the
related brand? Does the complexity of the logo influence this
relationship?

Answer 5

• For complex logos, recognition improves with every exposure; the same effect cannot be found in simple logos.
• recently established logos do better with a simple design but as they become more established, a more complex design is more successful.

Question 5

What does tedium mean?

Answer 5

you have seen it too much so now it is boring

Question 5

How does logo redesign impact consumer attitude towards a
brand? What role does brand commitment play

Answer 5

• Highly committed consumers are more critical of the brand if the logo changes significantly.
• Moderately committed and (especially) low-commitment consumers tend to associate a growing attitude to a rounding of the logo.

Question 5

How to mediate a change in logo?

Answer 5

evaluation of a logo is a strong predictor of brand attitude and by making sure committed consumers like a rebranded logo, it is essential to make sure they keep a good attitude.

Question 6

what does habituation mean?

Answer 6

process of learning something from the stimulus with every exposure