One basic strategy that most organizations use in differentiating itself from others is brand identification, which normally expresses in the form of a logo. It is predominantly required in all kinds of business, especially the corporation that pays great attention to its identity and image, a particularly real-estate developer. The main objective of this research was to compare the preferences between residents and staff members of the company toward logo design elements consisting of type font, graphic, and color. The most recent annual sales of property development businesses in Thailand were reviewed, and Pruksa brand was selected as our case study due to its top-selling margin. Through questionnaire interview, samples of two groups including 1) A hundred and fifty residents of Pruksaâ€™s low-rise and high-rise residential properties in Bangkok and 2) Forty Pruksaâ€™s staff members were randomly selected to rate three types of logo preference in terms of uniqueness, recognition, and aesthetics. The preferences concerning logoâ€™s main elements and the attitudes toward brand personality between the aforementioned two groups were analyzed by T-Test and Chi-square statistics, respectively. Guidelines for real-estate logo design aiming to represent brand personalities-sophistication, excitement, simplicity, and security-while meets their clientâ€™s preferences at the same time will be proposed.

/pdf/residential-versus-organizational-preferences-toward-logo-of-57aezenl6m.pdf

Residential versus organizational preferences toward logo of property developer in Thailand

Corporate visual identity (CVI) plays a significant role in the way an organization presents itself to both internal and external stakeholders as well as expresses the values and ambitions of an organization, its business, and its characteristics. The main purpose of this study is to evaluate five elements of CVI: color, typography, company name, logo and web site. Our research is of an exploratory nature as we were trying to investigate literature findings in a case study to broader our knowledge of the problem. It is also of a descriptive nature because it is necessary to have a clearer picture of the things you wish to collect data for. As a research approach both qualitative and quantitative research were used. The strategy we decided to be the most appropriate for our research is a case study. We adopted case study strategy, using Karlskronahem as a single case within which the elements of their CVI – the name, logo, typography, colors as well as web site were embedded cases. It helped us to broaden our knowledge of CVI. We also used different data collection techniques for each element, so therefore using embedded cases was a good idea. Methods used in our cases were Internet-mediated questionnaire and computer-assisted self-administered questionnaires. The primary reason for using questionnaires is that we were concerned about data quality. We were dealing with complicated questions, while at the same time we had to gather responds from huge amount of responders. Some of the positive sides of questionnaires are that the respondent is in control and may decide to pause, reread a question, or think about an answer; it gives him more time to understand the meaning of the question and retrieve and compose an answer, which improves the quality of answers. After receiving the data, data analysis had to be made. Data analysis used in this thesis relies on theoretical propositions; therefore we compared the collected information with presented literature, enabling us to draw the necessary conclusions. Data collection started with getting in touch with Karlskronahem. First we wanted to find out who exactly is their target audience. One of them is ‘students’. The reason why we decided to focus only on students as a target group is because they seemed very critical and later on – because they enabled us to gather the very first, neutral impressions about their CVI. Student's target group does not only include students who are located in Karlskrona and Sweden but also from different countries. The aspect that we were most interested in when having in mind CVI – »What are audience's responses on different elements of CVI when they are first exposed to them«? To gather first impressions was important because we wanted to concentrate on design part of Karlskronahem's CVI and not gather responds about CVI that is already colored with different information about the company etc. We found that Karlskronahem’s brand name works quite good in local market, some improvements should be made for international ones. There are also some recommendations made for logotype, especially concerning familiar meaning and effect of the logotype. To improve this, changes of elaborateness, harmony, naturalness and proportion are proposed. Company’s typography and colors hold a special place in visual identity, which is also visible in their pleasant and successful representation and usage. Results also showed that web site’s overall appeal is efficient and positive. Brand familiarity evaluation judged in favor of one company. Possible recommendation and improvements for CVI are discussed in detail in data analysis and conclusion.

Corporate Visual Identity of the Housing Company Karlskronahem : Evaluation and Possible Improvements

Het effect van taalaanpassing in slogans op het overdragen van kernwaarden door logo’s van multinationals: een crossnationaal onderzoek.

The new logo of McDonald's - I'm lovin' it? The influence of high vs. low context communication style on the effect of verbal anchoring in a new logo on brand attitude and purchase intention.

We were interested in how to create an effective visualization of a company and how big is the impact of corporate visual identity elements on company recognition. Effectiveness of corporate visual identity elements was tested. We were also interested in which are the steps of design process. Existing company was included in our study. Data was collected through a combination of interview, questionnaire and survey. Results of the research show that the company has a wellplanned brand name, typography and colours. These are used appropriate according to the purpose. Some of the key elements of symbol design (harmony, naturalness and ratio) are badly designed, which result in negative impact of the symbol, symbol also does not broadcast desired meaning and generally does not contribute to the construction of the desired brand or company image.

/pdf/quality-visualization-of-the-company-for-a-better-2zq3gluu13.pdf

Quality visualization of the company for a better recognition

textThe universality of design perception and response is tested using data collected from ten countries: Argentina, Australia, China, Germany, Great Britain, India, the Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural-equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. To compare the a posteriori cross-national logo clusters, our approach is integrated with Steenkamp and Baumgartner’s (1998) measurement invariance methodology. Our model reduces the ten countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired.

/pdf/cross-national-logo-evaluation-analysis-an-individual-level-1ned81riol.pdf

M. Janakiraman

Papers

Cross-National Logo Evaluation Analysis: An Individual Level Approach