Guidelines for Selecting or Modifying Logos

TLDR

The authors develop guidelines to help managers choose or modify logos to meet corporate image objectives. The guidelines are illustrated using real logo examples. Analysis of 195 logos revealed that high‑recognition logos are very natural, very harmonious, and moderately elaborate; low‑investment logos are less natural but very harmonious; and high‑image logos are moderately elaborate and natural.

Abstract

The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals. An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition, low-investment, and high-image communication objectives. High-recognition logos (accurate recognition created by high investment) should be very natural, very harmonious, and moderately elaborate. Low-investment logos (false sense of knowing and positive affect) should be less natural and very harmonious. High image logos (professional look and strong positive image) must be moderately elaborate and natural. The authors illustrate the guidelines with real logos.