How Visual Brand Identity Shapes Consumer Response Paper Example

Paper Type:  Case study
Pages:  6
Wordcount:  1487 Words
Date:  2022-09-05

The Evolution of Logo/Poster

Lately, in the design press, the controversial subject of logo design has been of great significance in facilitating aspiration for branding. In branding, logo design constitutes one of the major facets of brand identity (Adir, Adir, & Pascu, 2012; Grinsven & Das, 2016). The history of logo design was derived from the roots of human expression. As such, this study aims at analyzing the history of logos and logo design in relation to its significance in the branding era. Furthermore, it will also look at its relation to symbolism, historical identity marks as well as corporate identity.

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Logos are symbols used to distinguish one type of model or brand from another. Typically, they are easily recognizable thus familiarizing the consumer's needs through visual shortcuts. Logos are often used by various companies to act as a means of identification as well as a communication intermediary for consumers. In comparison to a brand, a logo encompasses a unique latter in the form of materialistic representation of a product. Also, it can be used by corporations as a graphic symbol which represents their core values.

Effective logos serve an important purpose in communicating brand messages. As such, the most significant aspect of a particular brand may be featured in the brand message of the corporation. In turn, this can be used as an effective means to promote visibility in the minds of consumers thus ideally becoming synonymous. Like other symbol systems such as words and pictures among others, logos are viewed as instruments which transmit and acquire certain information. For instance, in both public and private corporations, logos convey business purpose and content.

In most cases, popular companies are identified through the way their logos are displayed. This may be in buildings, posters, signs, products, boxes, and advertisements as well as packets. The main focus of a logo is based on presence. As profound visual symbols, logos carry deep meanings as well as implementations which correspond to the public's increasingly attentive desires. In this regard, logos are seen by most companies as significant presentations of visual images. Also, they enhance a corporation visual and promotion strategies.

The Brand Era

Over the years, the evolution of logo has developed from a mark of quality on a product to that of cultural ideal through visual distillation (Cowin, 2011; Phillips, McQuarrie, & Griffin, 2014; Seraphin et al., 2016). In turn, this has enabled brand equity to acquire and assert various marketing environments to influence potential customers. According to Naomi Klein, the brand is less considerate with the product's life. Thus, it may be termed as a free-sharing idea. For instance, Nike is no longer viewed as a shoe company; rather, it is a term that indicates transcendence in relation to sports.


One of the most important elements of logo design is the fundamental power of symbols. Thus, in most cases, meanings can often be interpreted on a logo based on human literary and visual language. On the other hand, a logo designer may use various signs and symbols such as the image of an animal to create significance in the symbolic usage. In this regard, logos may be designed using symbolic resonance as a viable tool in the lineage of social dialogue.

Further, communication with design can only be enhanced of human communication, and mythology is well interpreted. In other words, logo design can be used as a potential strategy to create popularity among brands and corporations. However, this may depend on whether people and organizations regard the use of an enormous variety of marks, signatures, and emblems such as thumbs up, as essential to logo design.

From a visual communication perspective, a company may represent itself with a logo, color scheme or slogan. In terms of signs and signifiers, semiotics can be an effective tool to use and interpret human communication. Signs can either be in the form of words, flavors or images as well as odors. People tend to perceive, understand and negotiate the significance of signs and symbols by investing on their meaning and their role in general.

Historical Identifying Marks

For centuries, people have been identified by a wide variety of stamps, symbols as well as signatures. For instance, the printer's trademark by Aldus Manutius was used to symbolize a beautiful paradox combined with an epigram reading which states 'Make haste slowly.' The speedy sea animal visually represents swiftness, while on the other hand, the anchor represents stillness.

Corporate Identity

In the industrial revolution, the logo is regarded as one of the vital elements in a broader system of visual elements. The logo is often used to specify the entire output of a particular corporation. For most corporations, the design system of a logo incorporates all forms of communication in relation to maintaining a cohesive image. As such, many are now aware of the efficiency of a simple identifying mark which can be used to expand the reach and power of mass production thus, facilitating promotion through marketing.

Corporate logos relate to real-world depictions which connect the bridge between theoretical and applied concepts. Successful logos are composed of both lexical and graphical elements. To illustrate, the term 'lexical' implies the labelling or classification of names, objects as well as things. In other terms, it is the written segment of a logo, e.g. Coca-Cola.

According to Murphy (2010), 'graphical' is the artistic portion of 'lexical'. The proper development of logo is identified in terms of the way it relates to communication such as the use of the image to gain attention or recognition. The logo creation or modification makes financial sense if there is the creation of quality. As such, the process of logo development and implementation may relatively be expensive since it involves a cost for initial design and management.

Throughout the selection process, development guidelines may be essential to the placement of logo ranging from business cards and documents to displays on buildings, among other related factors. In this realm, logos must frequently be developed based on the selection of potential image choices with regards to the cost of selection and implementation. On the contrary, inexperience in this realm may negatively affect the quality of a logo thus resulting in financial loss.

Characteristics of Successful Logos

For centuries, logos have been used to indicate brand origin as well as ownership to represent brand associations (Cowin, 2011). For instance, the Coca-Cola logo is one of the most popular and identifiable logos across the globe. Successful logos tend to inhibit symbolism as a way of attributing their image and distinguishing success between different companies. Logo recognition can be categorized into two separate levels. These include recognition and recall. For viewers, both serve an integral purpose in engaging a sense of familiarity. As such, an effective logo emphasizes the need for shaping the customer's expectations and experience.

Logos can also be used to build trust with customers. For example, the corporate logo, when applied to a Website has the potential to generate the conversion rates of consumers either by increase or decrease at first glance. Hence, the logo itself can trigger a range of emotions in consumers' minds depending on the image that is presented by the company. These images and feelings are often portrayed in terms of the loyalty that can be acquired from consumers.

Characteristics of Unsuccessful Logos

According to various researches that have been carried out, graphics highly shape a given corporate identity in relation to brand representation (Cowin, 2011). While a logo may serve an integral purpose in differentiation, it can only be used to communicate. Therefore, it may not necessarily represent a corporation's image in an organized manner. A poorly designed logo cannot be easily recognizable thus cannot meet the demands of consumers. As a result, insufficient brand equity may create a negative impact on logos hence losing their appeal.


The meaning of the logo may often relate to an elusive concept. A particular logo can either be presented as a masterpiece or an abomination. In most companies, logos are used to enhance brand recognition by defining the relationship between the producer and the consumer through emotional expression. Thus, they serve an integral purpose in indicating brand ownership, association as well as origin. In addition, logos can also be used as symbols of identification differentiating one model or brand from the other.


Adir, G., Adir, V., & Pascu, N. E. (2012). Logo design and corporate identity. Procedia-Social and Behavioral Sciences, 51(0), 650-654.

Cowin, E. (2011). The evolution of US corporate logos a semiotic analysis.

Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). How visual brand identity shapes consumer response. Psychology & Marketing, 31(3), 225-236.

Seraphin, H., Ambaye, M., Gowreesunkar, V., & Bonnardel, V. (2016). A marketing research tool for destination marketing organizations' logo design. Journal of Business Research, 69(11), 5022-5027.

Van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude. Journal of marketing communications, 22(3), 256-270.

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How Visual Brand Identity Shapes Consumer Response Paper Example. (2022, Sep 05). Retrieved from

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