The influence of logotypes typography on brand personality perception
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- Title
- The influence of logotypes typography on brand personality perception
- Creator
- Federica Secchi
- Supervisor
- Isabel Da Silva.
- Date
- 2016
- Abstract
- The purpose of this research is to analyse the link between the typography used in designing logotypes and and the consumers perception of brand personality. Furthermore, this paper investigates how other factors such as gender or previous knowledge of a brands performance or reputation can alter this influence. To carry out this research, two questionnaires were created; one containing the logos of eight real-life international brands and another with the same logotypes but with a fictitious brand name, maintaining the same typography and visual characteristics. Respondents had to attribute a set of personality traits, taken from theoretical work on brand personality, to each logotypes in order to compare the impressions and emotional responses that fictitious and real brands induced in the consumer and test whether typography had a significant influence on their perception. Due to limited time and resources, the sample pool has been limited in size and demographics, hence the research had to be focussed on a few salient aspects and could be further expanded to get more comprehensive insights. The results highlighted patterns and correspondences among logotype designed with typefaces that share similar attributes although some exceptions had to be noted. Furthermore, the results suggest that having a previous knowledge of a brand, has significantly altered the perception of its logotype in the majority of cases. This result is particularly interesting as it could be used as a starting point for further research on the matter as it suggests that new brands and start-ups are more susceptible to the influence of typography as their logos will be one of the first touch points between them and their target market. Therefore, analysing and finding the correct type to use to address different consumers will be of paramount importance for the correct positioning of the brand. This research could also be expanded exploring the differences in typography perception among different age-groups and nationalities.
- Subject
- Marketing
- Extent
- 64 pages : illustrations
- Format
- Publisher
- Regent's University London
- degree
- BAGM Marketing
- Language
- English
- Date Issued
- 2016
- Type
- Report
- Rights Holder
- Regent's University London & Federica Secchi
- Item sets
- Theses or Dissertation