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Journal articles on the topic 'How to design a logo'
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Machado, Joana Cesar, Leonor Vacas de Carvalho, Anna Torres, and Patrício Costa. "Brand logo design: examining consumer response to naturalness." Journal of Product & Brand Management 24, no. 1 (March 16, 2015): 78–87. http://dx.doi.org/10.1108/jpbm-05-2014-0609.
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Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.
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Adîr, Victor, George Adîr, and Nicoleta Elisabeta Pascu. "How to Design a Logo." Procedia - Social and Behavioral Sciences 122 (March 2014): 140–44. http://dx.doi.org/10.1016/j.sbspro.2014.01.1316.
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Carutasu, Nicoleta Luminita. "Design and Redesign as a Creative Challenge." New Trends and Issues Proceedings on Humanities and Social Sciences 4, no. 11 (December 27, 2017): 70–75. http://dx.doi.org/10.18844/prosoc.v4i11.2851.
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In this paper, we want to show how interesting and creative a redesign activity for a logo is. To design a logo is a matter of creativity and ‘graphic culture’. To redesign a logo (we have introduced ‘graphic leap’ in logo design to rename a redesign activity) is ‘something special’. This study concerns the creation of easy ways to design logos and to select the main constituent elements to realise them. It is a creative work to balance all the features involved in a graphic representation to create a harmonious design. In this paper, we have answered two questions: a new logo means a ‘refresh design’, by using the same elements, but in a modern redesign or a new logo without any connection to the elements of the old one. The case study is about the logos of the faculties of our university. Keywords: Design, redesign, logo, graphic leap.
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Sääksjärvi, Maria, Ellis van den Hende, Ruth Mugge, and Nicolien van Peursem. "How exposure to logos and logo varieties fosters brand prominence and freshness." Journal of Product & Brand Management 24, no. 7 (November 16, 2015): 736–44. http://dx.doi.org/10.1108/jpbm-06-2014-0648.
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Purpose This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo). Design/methodology/approach In two experimental studies, the authors exposed respondents to either the existing brand logo or to logo varieties, and examined their influence on brand prominence and freshness. Findings The findings suggest that consumers subconsciously process logo varieties to which they are exposed in a similar way as they subconsciously process the existing logo of the brand, making both types of logo exposure effective for building brand prominence and freshness. Research limitations/implications It would also be worthwhile to study the effect of logo varieties using other dependent measures than the ones employed in this study, such as purchase intent and behavioral measures (such as consumption behaviors). Practical implications This research shows that logo varieties can be used alongside the existing brand logo to build prominence and freshness. These findings diverge from the findings typically reported in the branding literature that state that consumers resist changes to logos. Originality/value This research not only demonstrates that exposure to logo varieties and existing logos evokes automatic effects (both types of logos outperform a control group in fostering brand-related outcomes) but also confirms that exposing consumers to the existing logo or logo varieties give less differential effects than one may think.
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Pasu, Nicoleta Elisabeta, Victor Adir, Nicoleta Luminita Carutasu, and George Adir. "How to achieve a right graphic representation for a logo." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 6 (September 14, 2018): 60–67. http://dx.doi.org/10.18844/prosoc.v5i6.3696.
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The graphic world of logos is interesting and creative. In this paper, we have pleaded about ‘the graphic technique’ to design good logos using a few essential principles to do it. To draw a graphic representation, as a logo, somebody has to know a peculiar language made of symbols, signs, colours, geometric shapes and words. Because the typology of logos is interesting and allows to create icons, logotype and complex graphic representations. Our study has analysed a lot of logos to identify the main principles ‘to build’ them. It was a hard work of observation and explanation about logos using many examples. We think we have shown the power of graphics in our study.Keywords: Special graphic language, logo, principles, typology, creative work.
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Zhu, Zhijuan, Huai Cao, and Bin Li. "Research on logo design and evaluation of youth education brands based on visual representation." Journal of Product & Brand Management 26, no. 7 (November 20, 2017): 722–33. http://dx.doi.org/10.1108/jpbm-08-2016-1287.
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Purpose The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different characteristics that impact liking a logo. The logos of youth education brands were explored in this study. Design/methodology/approach The Kansei engineering (KE) method was employed in this research. In total, 115 logos of youth education brands were collected and classified into three categories: abstract, natural and text mark. Then 12 of these logos were selected as representative samples. A set of 171 Kansei pairwise image words was collected, and 14 of them were chosen for further investigation. The psychological projection experiment was conducted based on a five-point Likert-scale questionnaire with 120 participants. Three statistical methods including cluster analysis, factor analysis and correlation analysis were combined for the data analysis. Findings The results show that four factors affect liking a logo including a sense of contemporaneity, a sense of esthetics, a feeling of interest and a sense of style. Accordingly, the weights of these four factors are proposed. The positive correlation between logo characteristics and liking a logo was also verified. In addition, the classification results of this study confirm the wide use of natural and English text mark logos in youth education brands. Originality/value The results could guide designers and managers in selecting or modifying logo design for achieving a positive effective response. This is the first research on logo design characteristics linked with industry domains. This study also contributes to the KE approach to investigate the relative impact of logo characteristics on liking a logo.
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Peterson, Mark, Saleh AlShebil, and Melissa Bishop. "Cognitive and emotional processing of brand logo changes." Journal of Product & Brand Management 24, no. 7 (November 16, 2015): 745–57. http://dx.doi.org/10.1108/jpbm-03-2015-0823.
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Purpose The purpose of the study is to develop and empirically test a model of how consumers process logo changes used in rebranding. Design/methodology/approach Individual in-depth interviews with 12 informants allowed researchers to better understand how consumers respond to logo changes. After developing a model of how consumers process logo changes, researchers deployed a field study evaluating two actual retail brands using survey methodology with 406 respondents. Findings Nine of the ten hypotheses of the study receive support. Notably, both interest in the logo change as well as doubt about the logo change characterize consumers’ processing of the logo change. Research limitations/implications Although study respondents viewed multiple brands along with variations of these brands, other brands might elicit other responses from consumers. Further study is now in order. Practical implications As a result of the study, brand managers can be more aware of the positive and negative processing that brands receive from consumers when brands change their logos. Accordingly, communication programs of brands can better anticipate such processing before logos are changed. Social implications Social enterprises that change their logos stand to benefit in a similar way to for-profit businesses that change their logos. Originality/value This is the first study to include two types of curiosity – interest curiosity and deprivation curiosity – in a comprehensive model to better explain how consumers process logo changes.
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Torres, Anna, Joana César Machado, Leonor Vacas de Carvalho, Michel van de Velden, and Patrício Costa. "Same design, same response? Investigating natural designs in international logos." Journal of Product & Brand Management 28, no. 3 (May 13, 2019): 317–29. http://dx.doi.org/10.1108/jpbm-10-2017-1632.
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Purpose This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers’ preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data. Findings Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect. Originality/value Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data – that is, data after applying CDS, which increases the validity of the cross-country comparison.
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Chen, Yu-Shan Athena, and Lien-Ti Bei. "The effects of logo frame design on brand extensions." Journal of Product & Brand Management 29, no. 1 (July 8, 2019): 97–113. http://dx.doi.org/10.1108/jpbm-12-2017-1698.
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Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.
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Luffarelli, Jonathan, Mudra Mukesh, and Ammara Mahmood. "Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity." Journal of Marketing Research 56, no. 5 (July 4, 2019): 862–78. http://dx.doi.org/10.1177/0022243719845000.
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Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
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Southworth, Sarah Song, and Jung Ha-Brookshire. "The impact of cultural authenticity on brand uniqueness and willingness to try." Asia Pacific Journal of Marketing and Logistics 28, no. 4 (September 12, 2016): 724–42. http://dx.doi.org/10.1108/apjml-11-2015-0174.
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Purpose In response to today’s marketplace in which many Asian brands are trying to expand their businesses into Western nations, this study investigated the strategic use of cultural authenticity that Asian brands may employ for their success. Although the benefits of using cultural heritage in brand strategies have been noted by past literature, the efficacies of how Asian brands can use brand logo designs to positively influence their brand success have not been studied. To fill this gap, the purpose of this paper is to examine how Chinese brands can increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population as the sample frame. The Chinese brand logos communicating Asian heritage were created by manipulating the cultural authenticity of the brand logo mark and the language of the logotype. Findings The results suggested that the Asian-themed brand logo is an important tool in exuding a Chinese brand’s sense of cultural authenticity to US consumers. In turn, the perception of cultural authenticity for the Chinese brand positively influenced the US consumers’ perceptions of the brand’s uniqueness, which led to greater willingness to try the brand. Originality/value The research provides empirical insights into how “Asian-ness” can be manifested via brand logos to convey cultural authenticity as well as to build perceived brand uniqueness and the willingness to try among US consumers.
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Xu, Liying, Feng Yu, and Xiaojun Ding. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption." Sustainability 12, no. 5 (February 27, 2020): 1791. http://dx.doi.org/10.3390/su12051791.
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Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.
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Kaur, Harsandaldeep, and Kanwalroop Kaur. "Connecting the dots between brand logo and brand image." Asia-Pacific Journal of Business Administration 11, no. 1 (January 24, 2019): 68–87. http://dx.doi.org/10.1108/apjba-06-2018-0101.
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Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.
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Konopka, Roman, Malcolm John Wright, Mark Avis, and Pamela M. Feetham. "If you think about it more, do you want it more? The case of fairtrade." European Journal of Marketing 53, no. 12 (December 3, 2019): 2556–81. http://dx.doi.org/10.1108/ejm-01-2018-0072.
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Purpose There are substantive disagreements about whether encouraging deliberative thinking increases consumer preference in low-involvement product categories. The authors draw on dual-process theory to add rare experimental evidence to this debate. They also investigate whether the effect of deliberative thinking increases with familiarity of the stimuli, as different theories of memory yield different predictions on this point. Finally, they provide evidence on whether the effectiveness of the Fairtrade logo arises more from mere exposure or attention to the ethical claim. Design/methodology/approach The context for the research is the use of ethical logos in packaged coffee, as this provides a realistic setting for the desired experimental manipulations. The fieldwork consists of two sets of trade-off experiments – rankings based conjoint analysis (n = 360) and best-worst scaling with a balanced incomplete block design (n = 1,628). Deliberative thinking is manipulated in three ways: by varying logos between visual (Type 1 processing) and lexical (Type 2 processing) treatments, by post hoc classification of time taken, and by imposing either time constraints (Type 1) or cognitive load (Type 2) on the completion of the task. Familiarity is manipulated by varying logos between the Fairtrade and a fictional Exchange Ethics logo. Findings Consumers do have higher preferences in the deliberative treatment conditions; thinking more results in an 18 per cent increase (Cohen’s d = 0.25) in the preference for choices that display an ethical cobranded logo. Surprisingly, the impact of deliberation is not greater for the more familiar Fairtrade logo than the fictional Exchange Ethics logo. This result is inconsistent with strength-based theories of memory, as these predict that deliberation will have a greater effect for more familiar stimuli. However, it is consistent with newer theories of memory that acknowledge familiarity can lead to activation confusion, reducing retrieval of pre-existing knowledge into working memory. The research also shows that the Fairtrade logo has substantial utility to consumers, and that this is approximately 59 per cent due to the ethical claim and 41 per cent due to the familiarity of the logo. Research limitations/implications In field conditions, attempts to manipulate deliberation may not be effective or may simply result in reduced attention. Also, the costs of increasing deliberation may outweigh the benefits obtained. Practical implications The research confirms the heuristic value of the Fairtrade logo and shows that the effectiveness of ethical logos may increase with additional deliberation by shoppers. Originality/value There is relatively little work in marketing that applies dual-process theories to investigate consumer behaviour. The present study extends the use of dual-process theories in marketing, demonstrates a new method to investigate the effect of deliberation on brand choice and shows how deliberation magnifies the effect of endorsing logos, including unfamiliar logos.
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Munawaroh, Munawaroh. "The Impact of Logo Design Towards Customer’s Brand Image Perception: A Research of Logo Shapes And Colors in The Hotel Industry." Journal of Business on Hospitality and Tourism 1, no. 1 (December 28, 2015): 13. http://dx.doi.org/10.22334/jbhost.v1i1.21.
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Brand image is how a brand perceived by the customer. The brand image perception shaped by certain attributes of the company that has been delivered through Corporate Visual Identity (CVI). CVI is a visible elements of a brand, often regarded as one aspect that creates company’s image through logo or symbol. The purpose of this research was to determine the significant impact between shapes and colors used in logo design and customers’ brand perception in hotel industry. This research was done with quantitative method where the data was primarily collected through distributing the questionnaires. The data collecting process involves 100 respondents who reside in the Greater Jakarta Area. Multiple regression analysis in SPSS version 21.0 was used to analyze the data. The result of this research showed that both shapes and colors used in the logo have strong impact on how brand image perceived by the customers. Shapes of the logo influence the brand image perception with a percentage of 92.5%, while colors affect the brand image perception with a percentage of 92.4%. Based on the result, it can be concluded that applying certain shapes and colors in the logo design can help hotel industry to enhance the desired brand image and create a strong brand positioning in the market.
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Pathak, Abhishek, Carlos Velasco, and Gemma Anne Calvert. "Implicit and explicit identification of counterfeit brand logos based on logotype transposition." Journal of Product & Brand Management 28, no. 6 (September 16, 2019): 747–57. http://dx.doi.org/10.1108/jpbm-06-2018-1921.
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Purpose With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original brand logos. This paper aims to explore the varying forms of fraudulent imitation of original brand logotypes (operationalized at the level of logotype transposition), which can aid in the detection of a counterfeit brand. Design/methodology/approach Across two studies, this research tested how well consumers can differentiate counterfeit from original logos of well-known brands both explicitly and implicitly. Seven popular brand logos were altered to create different levels of visual dissimilarity and participants were required to discriminate the logos as fake or genuine. Findings Results demonstrate that although consumers can explicitly discriminate fake logos with a high degree of accuracy, the same is not true under conditions in which logos are presented very briefly (tapping participants’ implicit or automatic logo recognition capabilities), except when the first and last letters of the logotype are substituted. Originality/value A large body of research on counterfeit trade focuses on the individual or cross-cultural differences behind the prevalence of counterfeit trade. There is limited research exploring the ability of a consumer to correctly identify a fake logo, based on its varying similarity with the original logotype; this paper addresses this gap. Given that many of the purchase decisions are often made automatically, identifying key implicit differentiators that can help a consumer recognize a fake logo should be informative to both practitioners and academics.
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Budiman, Arif. "Studi Logo Event (Acara) Di Daerah (Kajian Ikonografi: Studi Kasus Logo Karya Z. Hanafi di Sumatera Barat)." Jurnal Bahasa Rupa 1, no. 1 (October 28, 2017): 51–60. http://dx.doi.org/10.31598/bahasarupa.v1i1.142.
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Logo’s event become an art medium to express an image of event. From elements of line, shape, colour, and typography which are composed unified, makes logo as a symbolic language. Logo can emphasize an identity of particular region from the diversity of local wisdom. West Sumatra which is in Minangkabau culture territority has its own concept on how human creativity reveal the messages. By a unique logo, it fulfills the aesthetic needs of society that interact people to participate the event. Theory of Iconography and Iconology reveal the meaning of logo from aesthetic aspect and aim behind the design. Zainul Hanafi is one of artist from West Sumatra that concern in graphic design. Hanafi means logo’s event in specific region must have a concept that representate the importance of each stakeholder. The representation emerge the uses of diverse colours and shapes. Overlaps, crowded icons and rousing. Although there are many logo with more simple shapes, actually it is a valid diversity.
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Huang, Jing Wen, Kun Qian Wang, Pei Hao Chen, Jian Bao, and Pei Zhi Zhao. "The Design and Application of Dynamic Symbol." Applied Mechanics and Materials 442 (October 2013): 645–49. http://dx.doi.org/10.4028/www.scientific.net/amm.442.645.
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With the development of digital media art,the modern sign emerges as the times require. This article mainly discusses the design philosophy of dynamic symbol in modern signs ,covering two aspects on visual language design ( dynamic design,time design and The special effects design ) and auditory language design ,and how to properly apply the dynamic symbol into propaganda of local Corporate Logo and boot animation.
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Skaggs, Steven. "The Semiotics of Visual Identity." American Journal of Semiotics 35, no. 3 (2019): 277–307. http://dx.doi.org/10.5840/ajs20201257.
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Visual identity systems allow a visual object to stand for, and provide suggestive expression of, a host. The primary graphic element in a visual identity system is the logo. In three sections, this article explores inportant semiotic mechanisms by which logos perform the work of identifying. The first section points to the difference between basic visual differentiation (boundary coherence) and affective/cognitive reference (semantic coherence). It makes a distinction between two kinds of reference that occur simultaneously in logos: (1) an immediate referencing of the host entity (the entity for which identification is sought), and (2), indirect, reference that is often metaphoric in character. The second section offers a four-part classification scheme for logos based upon a Peircean icon/index/symbol division with the addition of an axis of syntactical detail. A “hidden” class of logo is predicted by this Peircean framework; examples are identified and this class is named “gesturegraphs”. It is argued that this four-part classification scheme is both semiotically necessary and sufficient. Any further classes of logos can be considered subclasses within the four semiotic factors proposed. These classes are not judged to be discrete, but rather to afford blended and combinatorial situations. The rhetorical tropes of metonym and metaphor are discussed in terms of their value to the pictographic mode of logo design. Finally, in the third section of the article, genre is defined as the coherence of stylistic features in relation to the sector of the host’s activity. Two case studies are given as examples of how genre influences the semantical context of logos.
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Oscario, Angela. "Pentingnya Peran Logo dalam Membangun Brand." Humaniora 4, no. 1 (April 30, 2013): 191. http://dx.doi.org/10.21512/humaniora.v4i1.3429.
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Brand is an intangible asset of an entity. It’s a summary of experiences of an entity. Well-developed brand is a very high value asset, even higher than all of the physical assets owned by the entity. Because brand is created on people’s mind, brand can build customer’s loyalty. Brand can be built in many ways. One of the most important way is designing visual indentity, such as logo. Logo is a graphical element in the form of ideogram, symbol, emblem, icon, sign that is collectively form a trademark or commercial brand. Logo is the entrance that reflects a brand. Because of that, a logo must reflect the soul of the entity. Considering how important a logo for a brand, a logo should be designed seriously. Ironically, there’re so many fast, and cheap logo design services that create an instant logo. Why is it happened? It’s because the brand owners have a lack of awareness of the important of a brand and a logo. It’s also because there are a lot of designers who have no respect on their profession. These kind of designers offer cheap services for an easy money with a little work. This situation can be bad for both of the brand owner and the designer. The price of logo design will be cheaper and cheaper, and the brand will not be developed well. That’s why it’s important to raise the awareness of the importance of a branding and a well designed logo which represent the soul of the entity.
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De Marchis, Giorgio P., José M. Reales-Avilés, and María del Prado Rivero. "Comparative values of variables related to brand logos." Measuring Business Excellence 22, no. 1 (March 19, 2018): 75–87. http://dx.doi.org/10.1108/mbe-12-2016-0062.
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PurposeThis research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations. Design/methodology/approachThe first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables related to memory (i.e., cued recall and types of non-response). FindingsThe paper offers insights into the relationship of relevant symbol-related variables. Emotional arousal correlates positively to aesthetic attraction and cued recall, and negatively to symbol knowledge. Emotional arousal and social reputation correlate weakly. Business organizations should be interested in knowing how users rate the emotions of their own and other organizations’ isotypes. Familiarity correlates negatively to response times, and positively to proper cued recall, aesthetic attraction and self-assessment manikin emotional scale. The subjective measure of complexity and the measures related to emotions correlate. Surprisingly, no correlation exists for the objective measure of complexity with emotion. The results could indicate that an unknown effect of mere exposure of complexity exists. The study found no correlation between visual complexity and variables related to memory. Practical implicationsValues of performance are needed to interpret business excellence. Data presented as supplementary file can be used for benchmark brand-logo relevant aspects. Also, the study suggests measuring the emotional value of logos, especially strength, as it is a predictor of recall. Moreover, companies with a socially reputed logo should try to create an emotional link to it. Repetition and likeness are two ways to improve emotional ratings. Therefore, the study suggests organizations to assure that their target likes their logo. As more complex logos are considered more attractive, the authors would recommend organizations to test logos with different degrees of complexity. Originality/valueThis study is the first that offers normative logo data that can be used by practitioners as a benchmark of logo performance. Moreover, it promotes future research as it confirms and disconfirms previous findings and offers some new insight on brand research.
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Seraphin, Hugues, Anca C. Yallop, Alexandru Capatîna, and Vanessa GB Gowreesunkar. "Heritage in tourism organisations’ branding strategy: the case of a post-colonial, post-conflict and post-disaster destination." International Journal of Culture, Tourism and Hospitality Research 12, no. 1 (March 5, 2018): 89–105. http://dx.doi.org/10.1108/ijcthr-05-2017-0057.
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Purpose The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design. Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti. Findings The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion. Practical implications The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making. Originality/value This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.
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Kumoratih, Dewi. "Rancangan “Wonderful Indonesia” Sebagai Branding-Destination." Business Economic, Communication, and Social Sciences (BECOSS) Journal 2, no. 1 (January 28, 2020): 75–82. http://dx.doi.org/10.21512/becossjournal.v2i1.6062.
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The aim of this paper is to examine Indonesia’s latest branding-destination, “Wonderful Indonesia”. This study attemps to find the missing link between what the country is trying to communicate, represented by the logo of its destination brand, and how this logo is perceived by its audience. Furthermore, in conjunction with its campaign, it is also important to discover whether design as a discipline, plays a major role in the strategic planning of the nation’s grand-design. Required data of logo implementation and distribution were collected through online media as well as above the line and below the line media. The method used is based on qualitative research dan data was examined through art history, visual communication design dan marketing approaches. The outcome suggests that the Ministry responsible for tourism needs to re-evaluate its branding strategy in a more strategic basis due to its lack of consistency in terms of implementations and communications.
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Ohme, Rafal, and Christo Boshoff. "The role of implicit learning in logo substitution." Journal of Consumer Marketing 36, no. 5 (August 12, 2019): 610–19. http://dx.doi.org/10.1108/jcm-11-2017-2430.
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Purpose Some marketers have challenged psychologists’ contention that human beings can only learn by using conscious effort. They argue that advertising can be effective at low levels of (or even no) attention. Also, despite the absence of (or low levels of) consciousness, these subconscious responses can be linked to brands. The purpose of this study is to investigate the impact of implicit learning in the context of logo substitution – an image that may not look like the original logo, and may not even be consciously associated with the original brand or its logo. Design/methodology/approach Data were collected by means of two quasi-experimental studies. Findings The results suggest that, thanks to implicit learning, logo substitution can be effective. Research limitations/implications One limitation was that data were collected from two relatively small convenience samples. Practical implications Logo substitution can be of value when a company faces a situation when advertising is banned or restricted, when the target market is saturated with marketing stimuli (clutter) and when there is a risk that aggressive advertising can lead to psychological reactance. The purpose of logo substitution would then be to unobtrusively activate mental representations closely related to the original logo. Originality/value The central contribution of this study is that it demonstrates how the principles of implicit social cognition, implicit learning and logo substitution can be used by marketers to overcome the undesirable and even adverse advertising circumstances they sometimes face.
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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference." European Journal of Marketing 49, no. 1/2 (February 9, 2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.
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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.
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Zander, Katrin, Susanne Padel, and Raffaele Zanoli. "EU organic logo and its perception by consumers." British Food Journal 117, no. 5 (May 5, 2015): 1506–26. http://dx.doi.org/10.1108/bfj-08-2014-0298.
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Purpose – With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo. Design/methodology/approach – By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers. Findings – The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system. Originality/value – Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.
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Noviardi, Febri, Andre Noevi Rahmanto, and Yulius Slamet. "Logo rebranding: Indonesian tax authority public relations strategy in forming organizational culture images." Informasi 50, no. 1 (August 4, 2020): 30–45. http://dx.doi.org/10.21831/informasi.v50i1.29594.
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This paper explains how the process of rebranding the logo of the Directorate General of Taxes (DGT) of the Republic of Indonesia carried out by DGT public relations in shaping the image by displaying the cultural values of the Ministry of Finance. This is motivated by the lack of a comprehensive explanation of the process of rebranding the logo in previous studies. At DGT, logo rebranding is carried out because of the low level of the public’s trust in the DGT. Therefore, one of the strategies of the DGT public relations is the formation of an institutional image. This study uses a research method with a qualitativeapproach with data collection conducted by interviewing selected informants using purposive sampling techniques and source triangulation as a technique in testing the validity of the data. The results are analyzed using the Assessment, Communication and Analysis, Design, and Action planning model. The rebranding process was 1) describing the problem, 2) using all channels communication and objectives in delivering a new logo, 3) using professional consultants in planning that consist of research, strategy development, and implementation, 4) as well as carrying out plans, setting rules, and supervising all activities in the DGT’s rebranding process.Tulisan ini menjelaskan bagaimana proses rebranding logo Direktorat Jenderal Pajak (DJP) RI yang dilakukan oleh Humas DJP dalam membentuk citra dengan menampilkan nilainilai budaya organisasi Kemenkeu. Hal ini dilatarbelakangi oleh kurangnya penjelasan yang komprehensif terhadap proses rebranding logo pada studi-studi sebelumnya. Pada DJP, rebranding logo dilakukan karena rendahnya tingkat kepercayaan masyarakat terhadap DJP. Oleh karena itu, salah satu strategi Public Relations (PR) adalah dengan pembentukan citra institusi. Penelitian ini menggunakan metode penelitian dengan pendekatan kualitatif dengan pengumpulan data dilakukan dengan cara wawancarakepada informan terpilih menggunakan teknik purposive sampling dan triangulasi sumber sebagai teknik dalam uji keabsahan datanya. Hasilnya dianalisis menggunakan model perencanaan Assessment, Communication and Analysis, Design, dan Action. Proses rebranding yang dilakukan yaitu 1) menggambarkan masalah, 2) menggunakan semua saluran komunikasi dan tujuan dalam memberikan logo baru, 3) menggunakan konsultan profesional dalam perencanaan yang terdiri dari penelitian, pengembangan strategi, dan implementasi, 4) serta melaksanakan perencanaan, menetapkan aturan,dan melakukan pengawasan terhadap seluruh kegiatan pada proses rebranding Ditjen Pajak RI.
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Yaniadi, Arif. "Ekspansi Karir Desainer Grafis Menjadi Desainer Grafik Bergerak sebagai Ruang Besar Dalam Kreatifitas." Humaniora 2, no. 1 (April 30, 2011): 652. http://dx.doi.org/10.21512/humaniora.v2i1.3080.
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Due to the development of technology in film and video in a decade, there are many opportunities for a graphic designer for more experiments in the moving images. This development brings convenience for both video technology and data transfer or video result, which allows a graphic designer not only saw one static design in print media, but make it more active and dynamic. For instance, if a logo created in motion version, this will enrich and convey the meaning behind the logo, although it appears briefly in 5 seconds duration. A graphic design does not have to be a static or passive; it can float, jump, fly, dance and also change shape into different shapes. After defining the visual elements in motion, it can be achieved stunning results. Some made by techniques which are difficult, and mostly we ask how this could be done.
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West, John Lee. "A mixed method analysis of the Better Business Bureau’s third-party seal and the extent to which it inculcates trust among consumers." Journal of Research in Interactive Marketing 9, no. 3 (August 10, 2015): 214–38. http://dx.doi.org/10.1108/jrim-09-2014-0055.
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Purpose – The paper aims to answer the central question: to what extent does the Better Business Bureau (BBB)’s policy of providing a third-party seal inculcate consumer trust from consumers to BBB-accredited business members? Design/methodology/approach – For this mixed-methods study, the qualitative section used a phenomenological approach with three focus groups of consumers and business owners. The quantitative section utilized binary logistic regression from consumer survey data conducted in Colorado. Additionally, document analysis was conducted to understand BBB history and policy details. Findings – Consumers who notice the BBB logo are 4.7 times more likely to trust a real estate sales business than if they do not notice the BBB logo. Furthermore, consumers who notice the BBB logo are 17 times more likely to trust an auto and boat sales business when they notice the BBB logo. Research limitations/implications – A main limitation of the study was the inconclusive data that appeared between the qualitative and quantitative data regarding the impact of the BBB seal and trusting home service industries. Researchers are encouraged to further explore how the BBB logo affects trust with home service businesses. Practical implications – The BBB logo retains potency as a proof source of trust in the marketplace. However, the BBB is less relevant to the millennial generation. The BBB should explore ways to incorporate technology through social media and Internet applications. Originality/value – This work has value as the only mixed-method study on this topic, and these findings add to the body of marketing literature by Kimery and McCord, Cook and Luo and Garrett.
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Rosalia Prismarini Nurdiarti, Astri Wulandari, and Mutaqin Akbar. "PENINGKATAN MANAJEMEN USAHA BERBASIS CREATIVE PACKAGING PADA UMKM “BAKPIA IVAN” DI DESA JANTEN, YOGYAKARTA." Jurnal Pengabdian UntukMu NegeRI 3, no. 2 (November 1, 2019): 127–33. http://dx.doi.org/10.37859/jpumri.v3i2.1448.
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“Bakpia Ivan", Small and Medium Business Unit is managed by family and hereditary manner, so that several times there are employee turnover and sometimes causes the production process to be slightly inhibited. Another thing that is a problem is the lack of awareness of the product packaging process (creative packaging) that is able to attract consumer interest and from the side of packaging security. This problem is linear unoptimal brand awareness and brand patent rights, so that when the product arrives at the reseller, the packaging is often replaced with other brands even though the contents are Bakpia Ivan. The purpose of this public service activity, first is to increase awareness of product packaging, positioning. Secondly, providing socialization and training about creative packaging, starting from the most basic capabilities. The method used in this activity is socialization and training. First, socializing and demonstrating how to begin packaging. Secondly, renew the logo design. Third, conduct social experiments related to logo renewal. The result of this activity is the acceptance of product packaging updates by the market so it can be expand sales and market segmentation. Second, the renewal of the logo / packaging design will be increasingly recognized and realized loyal consumers.
Keywords: creative packaging, bakpia ivan, segmentation, positioning
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Foroudi, Pantea, and Elisa Montes. "Corporate e-communication." Bottom Line 30, no. 3 (November 13, 2017): 201–15. http://dx.doi.org/10.1108/bl-08-2017-0023.
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Purpose The purpose of this paper is to examine the influence of corporate logo in organisations’ development of corporate e-communication. Design/methodology/approach This research model was designed based on previous studies on corporate logo, its antecedents on e-communication, corporate image and corporate reputation. Online survey was conducted for consumers and followers of the shopping social networking platforms (Facebook and Twitter) in Colombia. Findings Taking into account previous corporate constructs theories, the authors propose a new conceptual framework to explain how corporate e-communication interacts within an organisation’s structure and also to show that the consumer’s interaction in corporate e-communication platforms is based on the corporate logo perception held by consumers; as a consequence, the corporate reputation is affected. Originality/value This study contributes to the understanding and expansion of the organisation’s structure by introducing a new corporate construct, named “corporate e-communication”, defined as the digital interaction that an organisation has with its stakeholders; it involves everything it says, shows and does. However, there are a few other areas of concern with regard to consequences related to corporate image and corporate reputation, particularly in Colombian retail setting.
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Sadi-Makangila, Patrick, and Yesdauletova Sabira. "The Place of Forensic Linguistics in the Resolution of Trademark Conflicts: Case of DOUBLEMINT & DOUBIEMLNT." International Journal of Applied Linguistics and English Literature 10, no. 3 (May 31, 2021): 1. http://dx.doi.org/10.7575/aiac.ijalel.v.10n.3p.1.
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Forensic linguistics focusing on word choice and spelling, it can be useful while resolving language crime, trademark infringement, and so forth. In our days, trademarks are one of the most infringed intellectual properties in the world in terms of values. Trademark could be a single word, a combination of words and symbols, design, or logo that distinguishes a company or products from others in the industry. When someone acquires a registered trademark, he is granted an exclusive right to its usage and it strongly prohibits other organizations from using it. This paper shows the way an expert in Forensic Linguistics should use his skill and knowledge to handle the conflict among similar trademarks. From brand name (how it is written, upper-cases or lower-cases, how many letters make this brand name, how it sounds, how it looks like, and so forth) to logo (design, usage of colors, sharp and so forth). The expert in Forensic Linguistics will try to find out scientific evidence that may help judges in decision-making. The present study scrutinized the place of forensic linguistics in the resolution of trademark conflicts, the scientific techniques, and methodologies utilized to analyze the similarities and differences between the trademarks in conflict. This research showed the importance of associating an expert in Forensic Linguistics in the Community Trademark conflicts in order to come up with a conclusion based on scientific evidence; the place of forensic linguistics and other related disciplines in revolving the issues of trademark infringement.
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De Meulenaer, Sarah, Nathalie Dens, and Patrick De Pelsmacker. "Which cues cause consumers to perceive brands as more global? A conjoint analysis." International Marketing Review 32, no. 6 (November 9, 2015): 606–26. http://dx.doi.org/10.1108/imr-04-2014-0144.
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Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.
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Shah, Snehal, and Anil Sachdev. "How to develop spiritual awareness in the organization." Journal of Management Development 33, no. 8/9 (September 2, 2014): 871–90. http://dx.doi.org/10.1108/jmd-07-2013-0098.
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Purpose – The purpose of this paper is to propose a theoretical model that leverages the practical wisdom of the Panch-Kosa framework of yogic philosophy to develop an awareness of spirituality in the organization. It also provides quasi-quantitative empirical evidence to demonstrate its potential application. Design/methodology/approach – A survey was designed and administered in four different organizations. Correlation, ANOVA and χ2 analysis were conducted to explore the applicability of the proposed framework. Findings – The results indicate that values, as reflected in the physical aspects of an organization such as its logo, symbols and organizational elements characterized as “practice of Fair Governance” and “HR Effectiveness”, influence employee-related outcomes. Further, the study found that when there is a perfect “alignment” between an organization's intent to honor values and its corresponding actions, employees perceive the highest levels of holistic engagement. Research limitations/implications – This study has an implication on how to leverage practical wisdom from Hindu philosophy to enable individuals and organizations to transform to a higher level of consciousness. Originality/value – The paper has ventured into an uncharted territory of integrating the yogic framework of Panch-Kosa to the organizational elements and has provided preliminary support for its applicability in organizations. Moreover, it operationalizes the notion of alignment between organization's value-centric strategy and actions and its impact on employee-related outcomes.
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Zhu, Li, and Lan Bai. "Design and Research of Logistics Product Anti-Counterfeiting Algorithm Based on 3D Computer Vision." Applied Mechanics and Materials 644-650 (September 2014): 1778–82. http://dx.doi.org/10.4028/www.scientific.net/amm.644-650.1778.
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In order to solve the problem that how to prevent forgery and vicarious inventory in logistics products, we put forward to providing digital identity for each logistics products, using 3D computer vision technology in the process of logistics, and checking the logistics product anti-counterfeiting identity. According to the requirement of anti fake mark logistics products by security logistics information management system, we put forward the local matching algorithm based on adaptive weight, distinguish the logo image edge, eliminate the brightness difference caused by the result of the image matching and improve the disparity map 3D computer vision, so as to help the system accurate recognition of anti fake label image logistics products. Simulation results show that, the algorithm of logistics product security and vicarious inventory knowledge management system based on digital identity, can effectively identify the logistics of packaging products, without any misreading of the situation in a variety of external conditions can proves the validity and accuracy of the algorithm.
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Khan, Ghazala, and Faiza Khan. "“Is this restaurant halal?” Surrogate indicators and Muslim behaviour." Journal of Islamic Marketing 11, no. 5 (July 25, 2019): 1105–23. http://dx.doi.org/10.1108/jima-01-2019-0008.
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Purpose The purpose of this study is to investigate what cues or surrogate indicators Muslims use to determine whether restaurants are suitable for dining purposes in the absence of the halal logo and to examine if the cues used are different among Muslims from non-Muslim countries as opposed to Muslims from Muslim countries. Design/methodology/approach Data were collected via semi-structured interviews in one Muslim majority (Malaysia) and one non-Muslim country (the UK). A total of 16 adults participated in the study with an equal representation from both countries. Findings In the absence of the halal logo, participants relied on extrinsic cues such as the presence of other Muslim-looking customers and service personnel to determine whether a restaurant was deemed safe for dining in. The location of a restaurant was a strong indicator for Muslims in both Muslim and non-Muslim countries. In the absence of the halal logo, participants read the menus carefully, queried the service personnel for additional information and selected safer options, such as vegetarian and seafood. Research limitations/implications The study used a small sample, and therefore, the findings are tentative. Practical implications Given the growth of Muslim population in many non-Muslim countries, it is important for restaurants in non-Muslim countries not to marginalize this customer base. Trust is a key issue and service providers without the halal logo should gain the trust of Muslim customers by training service personnel and equipping them with knowledge of what halal means, developing menus with vegetarian and seafood options, providing detailed information on ingredients and communicating this on their websites and social media sites. They could also consider working with Muslim food and travel bloggers to promote themselves to a Muslim audience. They can develop a more Muslim sympathetic marketing approach and consider using separate cooking and serving utensils to gain trust and patronage of Muslim customers as well as to appeal to a larger market (vegans/vegetarians). Originality/value The present study is one of the first studies that concentrates on gaining an insight into how Muslims make decision pertaining to the selection and dining at a restaurant in the absence of the halal logo. A major contribution of the study is the identification of cues that assist Muslims when evaluating and selecting alternative food options in the absence of a halal logo.
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Restiana, Nia, and Rosy Rosnawanty. "LOGOTHERAPHY TO ELDERLY DEPENDENCE." INDONESIAN NURSING JOURNAL OF EDUCATION AND CLINIC (INJEC) 2, no. 1 (March 13, 2018): 113. http://dx.doi.org/10.24990/injec.v2i1.20.
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Introduction. The old people has decreased in physical condition, in function and sexual potency, psychological changes, changes associated with the work, and changes in social roles in society. These cause the elderly dependent in performing self-care. The action to overcome these problems is by delivering logo therapy. The general purpose of this study was to describe the influence of logotheraphy to elderly dependence at Panti Wredha Welas Asih Tasikmalaya. Method. The research design used was a "Quasi-experimental pre-post-test". The sample was purposive sampling with a sample size of 22 elderly. There were four sessions of the Logo therapy's implementation such as identifying clients' changes and problems, identifying the reactions and how to solve problems, the techniques and evaluation of medical ministry. Result. The results showed there was difference in elderly dependency before and after doing Logotherapy (p-value 0.001). Discussion. Logotherapy is recommended to be done in the framework of health services in the community as a form of health care for the elderly who have dependency problems and become the basis of consideration and thoughts in developing and implementing the treatment.Keywords: Logoteraphy, eldery, dependency
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Abrego, Sonya. "From Cattle Brand to Corporate Brand: Blue Jean Trademarks in Mid-century America." Journal of Design History 34, no. 2 (March 30, 2021): 116–28. http://dx.doi.org/10.1093/jdh/epab007.
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Abstract Cattle brands are physical imprints of ownership applied to the flesh of animals. They were, in the nineteenth century, indispensable to ranchers for differentiating their cattle from a competitors’ stock on the open range. The branding symbol’s utility as a legible marker of property ownership declined after widespread fencing delimited the plains. Yet cattle brands remained present in vernacular visual and material culture as decorative features and motifs signifying the Old West into the twentieth century. Cattle brand imagery, largely divorced from its functional origins, was recombined and repurposed to add decorative flourish to a variety of garments, wearable accessories, and domestic objects. This article explores the persistence of cattle brands as a popular trope in mid-century America and focuses on denim jeans, manufactured by Levi Strauss & Co., and, in particular, Lee, companies that fashioned their company logos in the guise of a brand. Through material culture analysis I will examine how clothing companies employed cattle brand iconography in advertising, promotions, and product design to consider a historical moment in the cattle brand’s semiotic shift from indexical trace of property ownership to corporate brand logo.
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Ridwansyah, Muhammad. "Mewujudkan Keadilan, Kepastian dan Kemanfaatan Hukum dalam Qanun Bendera dan Lambang Aceh." Jurnal Konstitusi 13, no. 2 (August 27, 2016): 278. http://dx.doi.org/10.31078/jk1323.
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Article 246 paragraph (2) of Law No. 11 Year 2006 concerning Aceh Government may stipulate that the Aceh government and the Aceh region determine the flag and emblem that reflects the privileges and specificity. It is indeed the opposite opinion with the provision of Article 6 (4) of Governement Regulation No. 77 Year 2007 on Regional Symbols which states that the logo design of regional flag should not have similarity in its essential part or in its entirety with logo design and the flag of the banned organization or association or institution or separatist movement in Indonesian. The above explanation makes the writer interested in aanalysing it further with existing legal theory. The research question is what is the position of the flag and emblem of Aceh in relation to legal justice. What is the influence of the flag and emblem of the province of Aceh in the effort to unite the people of Aceh towards legal certainty. How does the flag and emblem of Aceh influence legal order in Indonesia, and is there any legal utility. The method used is descriptive research analysis which is a study that aims to describe or illustrate systematically, factually and accurately a population or certain regions regarding the nature or certain factors. Research results show that the Qanun made should meet the elements of legal objectives in order to be more beneficial to the community at large.
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S.T. Wang, Edward. "The influence of visual packaging design on perceived food product quality, value, and brand preference." International Journal of Retail & Distribution Management 41, no. 10 (September 2, 2013): 805–16. http://dx.doi.org/10.1108/ijrdm-12-2012-0113.
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Purpose – Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference. Design/methodology/approach – A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study. Findings – The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference. Originality/value – This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.
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Bashir, Abdalla Mohamed. "Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention." British Food Journal 121, no. 9 (September 2, 2019): 1998–2015. http://dx.doi.org/10.1108/bfj-01-2019-0011.
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Purpose The purpose of this paper is to determine the factors that affect foreign consumers’ purchase intention towards purchasing halal food products in South Africa. These factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers. Design/methodology/approach Data were collected via a self-questionnaire with a sample of 230 foreign consumers. For analysing these data, a structural equation modelling technique was used in this study. Findings Based on the study’s results, all factors significantly influence foreign consumers’ intention towards purchasing halal food products and, subsequently, their buying behaviour. Interestingly, the study found that attitudes and halal awareness of non-Muslim consumers are very high compared with those of the Muslim consumers. Although the study addressed halal food consumers, most of the respondents participated in the study were non-Muslims and the majority of them were Christians. Research limitations/implications The respondents were only limited to the Cape Town city in South Africa, and the focus was only on five variables related to halal food consumers, namely, halal awareness halal logo, attitude, purchase intention and buying behaviour. Social implications This study can be used to develop halal food products to attract both Muslim and non-Muslim consumers, who are foreigners to a particular country. Originality/value This study is one of the first studies seeking to determine the factors that affect foreign consumers with regard to the purchase of halal food products in South Africa. It is regarded one of the first attempts to determine halal awareness, halal logo and attitude and how purchase intention and buying behaviour can be influenced.
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Stevens, Elise M., Amanda L. Johnson, Glenn Leshner, Fuwei Sun, Seunghyun Kim, Eleanor L. S. Leavens, Alayna P. Tackett, Emily T. Hébert, and Theodore L. Wagener. "People in E-Cigarette Ads Attract More Attention: An Eye-tracking Study." Tobacco Regulatory Science 6, no. 2 (March 1, 2020): 105–17. http://dx.doi.org/10.18001/trs.6.2.3.
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Objectives: Minimally regulated electronic cigarettes (e-cigarette) advertising may be one potential factor driving the increasing prevalence of young adult e-cigarette use. Using eye-tracking, the current study examined which e-cigarette advertising features were the most appealing to young adults as a first step in examining how to regulate e-cigarette advertising. Methods: Using a within-subjects design, 30 young adults (Mage = 20.0 years) viewed e-cigarette ads in a laboratory. Ad features or areas of interest (AOIs) included: (1) brand logo, (2) product descriptor, and (3) people. During ad viewing, eye-tracking measured participants' dwell time and time to first fixation for each AOI as well as each ad brand. Harm perceptions pre- and post-viewing were measured. Results: Participants spent the longest dwell time on people (M = 2701 ms), then product descriptors (M = 924 ms), then brand logos (M = 672 ms; ps < .001). They also fixated fastest on AOIs in that order. Participant sex significantly impacted dwell time of ad brand, and harm perceptions decreased after viewing the ads (ps < .05). Conclusions: This study provides initial evidence about which e-cigarette ad features may appeal most to young adults and may be useful when designing evidence-based policy.
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Trigoni, Mirsini. "Visual research methodologies, branding and magazine readerships." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 339–66. http://dx.doi.org/10.1108/jfmm-09-2015-0076.
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Purpose – The purpose of this paper is to explore how interior spaces can be differently represented across home magazines of different background and target audiences. And investigates how visual texts can differentiate a brand, increase brand loyalty and target different market segments. Design/methodology/approach – This paper draws on material for comparative analysis from three home magazines (Wallpaper, Ideal Home and Elle Decoration). It combines quantitative methods (content analysis) and qualitative methods (fieldwork observations). Findings – This research suggests that Wallpaper is not just a magazine, but it has expanded to become a brand with a well-recognized logo. Practitioners managed to create a strong brand through the creation of a magazine with a very distinctive style among its competitors that clearly address the elite. Research limitations/implications – This paper focused on the production of magazine features and representations of interior spaces. Further research could be conducted to explore how readers belonging to different economic, social and cultural groups “receive” and comprehend the home magazine features. Practical implications – The findings of this research could be used to analyse fashion photography in editorial, fashion advertising, fashion brand websites and social media, thereby assisting in the analysis of fashion photography and the relationship between fashion items, set design, styling of space, target audiences, branding and visual communication; exploring further how fashion photography can effectively target different market segments and enhance a fashion brand and its identity. Originality/value – The area of magazine features, photography, set design and styling of space has received limited attention from scholars. The method of analysing interior spaces/set design presented in this paper can be developed further to provide in depth analysis of window and in store display design and the use of display design and visual merchandising as a way to reflect the fashion brand identity, target-specific market segments, differentiate and gain competitive advantage.
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Kwak, Dae Hee, Youngbum Kwon, and Choonghoon Lim. "Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions." Journal of Product & Brand Management 24, no. 3 (May 18, 2015): 198–210. http://dx.doi.org/10.1108/jpbm-05-2014-0579.
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Purpose – The purpose of this paper is to gain insight into how consumers value sports team-branded merchandise. Two experiments are conducted to examine the effects of rivalry and team identification on evaluations of licensed product (Study 1). Study 2 examined the effects of team brand cue, team performance priming and product category on licensed product evaluations. Design/methodology/approach – Study 1 (N = 104) examined the effects of team rivalry and team identification on multidimensional product values and purchase intent. In Study 2, a 3 (performance priming: positive/negative/neutral) × 2 (team brand cue: present/absent) × 2 (product category: symbolic/utilitarian) between-subjects design (N = 285) was utilized. Samples were recruited from students and alumni at a large Midwestern university in the USA. A series of multivariate analysis of covariance was conducted to test the proposed hypotheses. Findings – Fans view a product licensed with a rival team’s logo to have significantly less functional, emotional and social value than a product licensed with their favorite team’s logo. Highly identified fans showed greater bias in evaluating the product than less identified fans. Team performance priming also moderated the effect of team brand cues on purchase intentions toward the licensed product. Research limitations/implications – Team identification level accentuates bias in valuations of a licensed product. In addition, better performance of a team further motivates purchase decisions. Use of a collegiate brand in this study limits generalizability of the findings. Practical implications – Practitioners should realize that simple heuristic cues can change consumers’ perceptions of licensed merchandise product values. Originality/value – The current study extends previous research on licensed product valuation by using multidimensional value propositions and a variety of product-related cues.
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Thapa, Gyan Bahadur, and Rena Thapa. "The Relation of Golden Ratio, Mathematics and Aesthetics." Journal of the Institute of Engineering 14, no. 1 (June 4, 2018): 188–99. http://dx.doi.org/10.3126/jie.v14i1.20084.
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The Golden Ratio, mathematics and aesthetics are intricately related among each other. In this paper, we exhibit the presence of mathematics in aesthetic impression that appears in nature, classic art, architecture, logo design and much more. The divine proportion can be found in music, poetry and other forms of art, however our focus here is only in the visual ones. The Golden ratio is considered sacred due to its relationship to nature and even the construction of the universe and the human body. It has been used for centuries in the construction of architectural masterpieces by the great artists, who, being able to see its beauty used it in their designs and compositions. We explain how the applications of the Golden ratio in architectures, paintings and geometrical shapes create the mystery of beauty. Further we present the existence of the divine proportion in human body and natural flora and fauna. There are a diverse number of directions, paths and tangents to which the study of this beautiful concept could take us. Besides mathematicians and artists, we expect that this paper will be interesting for general readers as well. Journal of the Institute of Engineering, 2018, 14(1): 188-199
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Soodsang, Nirat. "A Model Development of Thai Rice Label and Package for Heath Conscious Group of Consumers on Social Media." Asian Social Science 12, no. 6 (May 20, 2016): 217. http://dx.doi.org/10.5539/ass.v12n6p217.
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<p>The objectives of this research were to explore Thai rice consumption behavior and to develop the rice package as perceived by health conscious group of consumers on social media. The research methodology adopted mixed methods by means of marketing survey research and using research results to develop the product and package prototypes. The samples were 71 online-based consumers. The research tool was a questionnaire on general status of respondents and factors of their rice purchasing. Descriptive analysis was for the data analysis. Results revealed that the marketing mix factors affecting the consumers‘ decision to purchase rice comprised the following aspects, 1) product: rice cultivating areas, health benefits, and package, respectively; 2) price: best suit to rice quality, clear price tag, and saving price, respectively; 3) distribution channels: clean distribution sites, convenient transport, and enough car parking spaces, respectively; 4) marketing promotion: sale, discount coupon, and point-of-purchase displays, respectively. These are key issues to be considered. Regarding the label and logo design, the design work needed to present complete and clear information referring to essential quality of the product, and represent distinction and uniqueness. Product design needed to consider how to facilitate convenient transport, convenient use by consumers, i.e. opening-reclosing the package, and strength and firmness to effectively support the product, respectively.</p>
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Alperytė, Irena, and Margarita Išoraitė. "Developing a City Brand." Journal of Intercultural Management 11, no. 4 (December 1, 2019): 1–27. http://dx.doi.org/10.2478/joim-2019-0022.
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Abstract The article analyses theoretical aspects of a city brand definition, applying cases of various brands of Lithuanian cities. A brand is any sign or symbol which helps to distinguish goods or services for one person from the goods or services of another, and which may be represented graphically. The brand can be a variety of symbols, their combination, and other visual manifestations of information, such as words, names, slogans, letters, numbers, drawings, emblems; or spatial characteristics of the product itself – its image, packaging, shape, color, color combination or a combination of all these. City development usually includes an image dimension. The common ground for this is that a well-known toponym often generates events, investments, etc. Many cities are actively positioning and promoting their strategic intentions. Often times a city brand is associated with its fight for investment, tourist numbers, or successful businesses. Objective: To scrutinize relevant theories applicable to city visual branding; to look through various definitions of the city branding and envisage some advantages and disadvantages they might pose; and to analyze various case studies so that we could summarize the methodologies of why and how we could better position our local products globally. Methodology: The case study methods were used as part of a complex study and combined with in-depth interviews as well as benchmarking methods from various sources. In-depth interview method was used to obtain expert opinions on the subject. The in-depth interview method helped to analyze logo usage, goals, define pros and cons, and evaluate the results of logo design in urban development. This method was chosen to collect detailed and authentic material based on the attitudes and experiences of those involved in such a creative process. Findings: The conclusion was reached that since a place prompts a lot of variables, in the future we need to consider more numerous components, such as population, industries, landscape, economies or history, etc. The hypothesis was confirmed about the variables of the city to be further considered for (re)branding, such as the cost, semantic complexity, societal charge, and the dynamics (changeability, or rigidity). As for the methodologies, we arrived at the conclusion that the best way to create a viable city brand is a collaboration between different stakeholders. Value Added: The article adds to European experts’ suggestion of rethinking the concept of design itself, as until now a one-sided approach to design as a means of schematizing a product has prevailed. This approach, even regulated by Lithuanian law, does not cover the whole process of creating and implementing an idea. “Design is a problem-solving approach that focuses on the user during its development. It can be applied in both the public and private sectors to promote innovation in products, services, processes and even legislation,” says Dr Anna Whicher, expert on design policy and strategy of the European Commission. In other words, design has been increasingly integrated into the science, business, social and service sectors to maximize innovation. As many as 63 percent of Lithuanian businesses do not use design solutions (product design, stylization or business strategy development) at any stage of production. This figure is below the EU average, where almost half of all businesses already integrate design solutions into their operations. Lithuania is also one of the 13 countries in Europe (out of 28) that does not have design policy documents or a community uniting organization, such as design centers in Great Britain, Denmark, Estonia or other countries. The paper invites Lithuania to re-think its design development policies at large, paying attention to urban design solutions in particular. Recommendations: In further research, while selecting potential expert for city logo development, it is recommended that priority should be given to (a) responsible experts in strategic / territorial and national policy making or related activities, (b) experts with knowledge of sustainable development, (c) independent sustainable development analysts / consultants / private and academic or who have implemented specific project-based SDs both nationally and internationally. The stakeholders in this process should be representing: 1) Public Sector, 2) NGOs, 3) Private Sector, 4) Academy and 5) Independent Experts.
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Sun, Chenhao, and Jisoo Ha. "National Identity Expressed in Chinese and Korean Clothing." Asian Culture and History 12, no. 1 (February 28, 2020): 17. http://dx.doi.org/10.5539/ach.v12n1p17.
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The purpose of the study is to observe historically national identity expressed in Chinese and Korean Clothing. The literature review and the case study both in China and South Korea were conducted at the same time. The outcomes from the studies are as follow: National identity has been reflected in clothing mainly via the adoption of ethnic elements and civic elements. Chinese and Korean visible-symbolized ethnic elements are from their traditional arts, costumes and lifestyles, invisible-spiritual ethnic elements mainly from religious philosophy. But the Korean wave, which is the modern ethnic invisible-spiritual element, is growing popular all over the world. Chinese and Korean visible-symbolized political elements refer to national or governmental sign, marks or national logo. The invisible-spiritual political elements contain the specific political atmosphere. Chinese are Socialism and anti-capitalism. Meanwhile Korean are Patriotism, Collectiveness, anti-communism and Military ideology. It provides a comprehensive and complete theoretical background for investigating how national identity has been shown in China and Korea’s past and current fashion. It is expected to promote the diversified development of both Chinese and Korean clothing design expression in the future.
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Paudel, Jagqadish. "Teachers’ Attitudes towards Critical Pedagogy and its Practice in ELT Classrooms." Journal of NELTA 19, no. 1-2 (February 10, 2015): 132–46. http://dx.doi.org/10.3126/nelta.v19i1-2.12086.
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Critical Pedagogy (CP), a mode of pedagogy, aims to empower learners and provide justice by offering preferential options and deconstructing authoritative and logo centric tendency in education. The current study, by using a mixed methodological design (qualitative and quantitative), illustrates a group of Nepali English language teachers’ attitudes regarding CP in ELT, focusing on how they employ CP in their classrooms. For this research, a sample of 10 teachers was purposively selected from Baitadi and Dadeldhura districts. Five teachers’ classes were observed. Analyzing the data collected through a survey questionnaire, it was found that all the teachers are in favour of CP in most cases in ELT. Even if all the teachers were notionally appeared in favor of practicing CP in most of the aspects that were asked to them, quite contrary to it, observation results of the teachers’ classes revealed that they did not, in any real sense, embrace CP in their teaching practice. Hence, this study invoked the ELT teachers to embrace CP practically in the classrooms. DOI: http://dx.doi.org/10.3126/nelta.v19i1-2.12086 Journal of NELTA, Vol 19 No. 1-2, December 2014: 132-146
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Sutrisno, Andika Agung, Joko Samodra, and Andreas Syah Pahlevi. "KAMPUNG ENTREPRENEUR BERBASIS WEB SEBAGAI MEDIA PROMOSI BAGI UMKM." Jurnal KARINOV 2, no. 3 (November 22, 2019): 171. http://dx.doi.org/10.17977/um045v2i3p171-176.
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Tujuan program ini untuk mengembangkan dan memberikan pelatihan tentang bagaimana menggunakan media promosi yang efektif diwujudkan dalam bentuk sebuah platform pasar digital berbasis web. Sebagai tambahan, kegiatan ini dilakukan untuk meningkatkan citra Bumi Tunggul Wulung (BTWI) sebagai kampung entrepreneur, serta market place berbasis koperasi yang akan mewadahi setiap warga yang belum memiliki pasar produk dengan harapan dapat mingkatakan profit usaha serta terjadi kolaborasi antar warga. Kegiatan pengabdian masyrakat ini dilakukan melalui pelatihan branding, photo produk, pengolahan data pada website serta pelatihan e-commerce. Hasil dari kegiatan menjunjukkan bahwa dengan adanya Graphic Standard Manual (GSM) untuk Logo, maka identitas untuk mencapai brand awarness dapat diterapkan dalam berbagai atibut desain yang dialokasikan kedalam media promosi baik cetak maupun digital seperti website yang sudah dikembangkan. Dengan adanya website sebagai platform digital diharapkan dapat menjadi wadah bagi warga BTWI yang ingin meningkatkan profit usahanya dengan nafas kampung etrepreneur sebabagai citra warga.Kata kunci—entrepreneur, branding, marketplace, website, UMKM AbstractThe purpose of this program is to develop and provide training on how to use effective promotion media in the form of a web-based digital market platform. In addition, this activity is carried out to improve the image of Bumi Tunggul Wulung (BTWI) as an entrepreneur village, as well as a cooperative-based market place that will accommodate every citizen who does not yet have a product market in the hope of increasing business profits and collaboration between citizens. Activities in community service are through branding training, product photos, data processing on the website and e-commerce training. The results of the activity show that with the Graphic Standard Manual (GSM) for the Logo, the identity to achieve brand awareness can be applied in a variety of design allocated to print and digital promotional media such as websites that have been developed. With the website as a digital platform it is hoped that it can become a forum for BTWI residents who want to increase their business profits with the breath of the entrepreneur's village because of the citizens' image.Keywords—entrepreneur, branding, marketplace, website, MSME