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Full-Text Articles in Social and Behavioral Sciences
Brand New: How Visual Context Shapes Initial Response To Logos And Corporate Visual Identity Systems, Robert A. Wertz
Brand New: How Visual Context Shapes Initial Response To Logos And Corporate Visual Identity Systems, Robert A. Wertz
Theses and Dissertations
When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand consumers’ initial response to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, few researchers have attempted to understand the effect of the surrounding visual identity system when a new logo is introduced. This study combines a content analysis of the logo review website Brand New with the voting data from their polls to understand how …