The reflection of core values in a company’s logo and slogan – An experimental study
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2015-06-01
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en
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Abstract
Logos and slogans are an important part of how a company presents itself to its stakeholders as it provides visibility and recognisability which translates into a company’s corporate visual identity. This study focused on researching if a company’s core values were reflected by their logo and how the addition of the slogan affected the recognisability, the reflection of the core values by the logo and the attitude of the participants towards the logo and brand. Recent studies on core value representation by logos have found contradicting results without sufficient empirical evidence. This study delivered more empirical evidence by conducting an experiment consisting of a 2 x 1 between-subjects post-test only design with one manipulation, namely, logos with slogans and logos without slogans, featuring 125 Dutch-speaking participants. This experiment used stimuli consisting of well-known international independent sports brands which featured Nike, Adidas and Puma. Results strongly indicate that the addition of the slogan to the logo had no positive effect on both logo and brand recognition. The participants’ associations with the logo resulted in anything except appointing core values to the logos of the brands even with the addition of the slogan. Adding the slogan to the logo to research the fit between the core value and the logo had no effect unless the core value was directly relatable to the slogan. The attitude from the participants towards the logo and brand were not affected in any way by the addition of the slogan.
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Faculteit der Letteren