Some logos consist only of the brand name. Think of IBM, Goldman Sachs, Oracle or Samsung. Other logos use the brand name in combination with a unique visual symbol, such as Nike’s swoosh or Arm & Hammer’s flexed muscle arm with rolled-up sleeve….Our research found that separate visual symbols used as logos tend to be more effective than brand names at creating a sense of emotional connection with consumers. This may not come as a big surprise, because symbols have long been considered more effective than words as communication tools.
Category: logo/identity and branding
The Power of a Good Logo (part 1)
Over the past few years, I have really put a lot of research focus into logos/identities and branding. When I was in school there seemed to be two terms that were kind of ethereal in nature. One was “white space”. It seemed like everyone talked about white space – but they didn’t really know what…
