An Assessment of the Visual Appropriateness of Selected Brand Logos

Abstract

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.