An Assessment of the Visual Appropriateness of Selected Brand Logos
Keywords:logo, simplicity, memorability, versatility, distinctness, appropriateness
This paper focuses on assessing the appropriateness of selected logos of popular brands. The paper enunciates the relevance of logos to the public perception of brands. Logos function as signifiers, denotative, point of contact and identifiers. The visual components of logos and the suggestive meanings of shapes which are the building blocks of the pictorial contents are articulated in this study. Thirty (30) logos of popular brands were purposively selected and subjected to the analysis of Eighty (80) people constituting thirty (30) formally trained practicing graphic designers, ten (10) experienced printers and forty (40) individuals who are familiar with the selected brands. The collated data were analyzed using the Statistical Package of Social Science (SPSS). Findings revealed that logos are visual seals that communicate brand promises to the targeted audience, viewers recall simple logos more easily and logos crammed with colours are not appealing. The study recommended that visual contents of logos should resonate balance, application colours in logos should be limited to two and logos design should be a product of a sound brand strategy.
Copyright (c) 2021 Afeez Siyanbola, Adedola Olayinka Adeyemi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY), which permits use and redistribution of the work provided that the original author and source are credited, a link to the license is included, and an indication of changes which were made. Third-party users may not apply legal terms or technological measures to the published article which legally restrict others from doing anything the license permits.
If accepted for publication authors’ work will be made open access and distributed under a Creative Commons Attribution (CC-BY) license unless previously agreed with Exchanges’ Editor-in-Chief prior to submission.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. (see: The Effect of Open Access)