Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …

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 …

Despite sport rebranding becoming an emerging topic for both academia and industry, there
has been a limited number of investigations on how sport rebranding influences sport fans …

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 purpose of this research paper is to explore the significance and impact of Gestalt
elements and design principles in the context of logo design and branding. Logos are key …

Brand logos can provide affective reactions before any promotional activity is carried out.
This is particularly relevant for start-ups that might not have the budget for branding …

The current study sought to identify the effect of team identification on brand attitude and
purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated …

A substantial body of research suggests that letter cases (uppercase and lowercase) impact
consumers' perceptions. However, these insights have yet to be fully explored in the …

In this article, we explore Active White Space (AWS)—the space between individual logo
design elements—as a stylistic modification that revamps a logo design yet preserves its …

In marketing practice, blue, followed by red, is the most used color in brand logo designs.
Academic studies have shown that blue is related more to trust than red, but extant empirical …