VISUAL BRANDING

Question 1

VISUAL ELEMENTS

Answer 1

logos, mascots, packaging, product, placement.

Question 2

function of logos

Answer 2

identification, internationalization, differentiation, brand image and revitalization

Question 3

power of logos

Answer 3

brands can increase the exposure without displaying full brand name.

Question 4

what are the goals of a logo

Answer 4

memorable, likeable

Question 5

What attributes to achieve these goals?

Answer 5

• Natural: degree to which the design depicts commonly experienced objects.
• Harmony: congruent pattern or arrangement of parts that combines symmetry and balance
• Elaborate: appears to capture the concept of design richness and the ability to use simple lines to capture the essence of something.
• Repetition of elements

Question 6

results

Answer 6

Natural, harmony and repetition  recognition
Elaborate, natural & harmonic  liking

Question 7

logos convey properties of the brand. For instance:

Answer 7

 Uncomplete logos  make the firm perceived as less trustworthy but more innovative
 Framed logos  make the product be perceived as more constraining or protective
 Hidden complexity  hold attention and increase liking and remember
 Product description in logo  inform unfamiliar customers but constrain brand extension

Question 8

logo changes

Answer 8

it’s appropriate to change the logo when there is a valid reason, like a change in the company name, modernization, revitalization or change in service/strategy.
Kholi et al. (2002): change content of logo to signal strategy change, change style of logo to signal update
Customers don’t like changes, but they tolerate slight and incremental changes.