Creating and testing a logo design for a new brand

Abstract

Previous research on logo design indicated that colour and shape can both influence people’s perception of a logo and brand values. Thus, the purpose of this study was to test the hypothesis that colour hue, typeface style, and shape design may impact the perceived qualities of a new and unknown brand in digital art. Three visual design concepts, three colour hues, and two typeface styles (bold versus light) were used as independent variables in the logo designs which served as prototypes for the final graphic solution. They were presented to 56 participants (between 21 and 44 years of age) using an online questionnaire. A seven-point Likert scale was used for data collection. The results indicated that, among all the variables, only the colour influenced the participants’ responses. The red versions of the logo were preferred over the yellow ones. Although the bold typeface was rated better than the light typeface, the difference was not statistically significant. These findings support the notion that colour could be used as an effective visual attribute in logo design. In a broader sense, they also suggest that the testing stage should not be neglected in a successful process of logo development.