Logos: With or Without Slogan. The Effects of Different Levels of Verbal Anchoring in Logos on Dutch and French Donors.

Abstract

Logos make organizations recognizable and communicate their core value. Verbal anchoring can help clarify their message. Previous studies focussed on verbal anchoring in ads, while this study focuses on non-profit organizations, as their core values are their product and thus have to be communicated more clearly. This study focused on the logos of three non-profit organizations – Doctors Without Borders, the Red Cross, and UNICEF – and researched how different levels of verbal anchoring affected the logo recognition, appreciation, perceived fit of logo and core values, and donation intention. This study included both Dutch and French respondents. However, culture had no significant effect on the perception of the logos by the respondents. Higher levels of verbal anchoring had a positively influenced recognition and perceived core value fit (when complete), but did not affect appreciation of the logos and had a negative effect on Dutch respondent’s donation intention.