Influence of Logo Design on Customer's Response Towards an Organization

INFLUENCE OF LOGO DESIGN

ON CUSTOMER'S RESPONSE

TOWARDS AN ORGANIZATION

I.  INTRODUCTION

1/ Background of study

A brand is described as a logo, name or even a package that differentiates the products or services of an organization. A logo refers to a graphic design that is used to identify a firm of a brand. It is a key component of brand identity, provides differentiation, instant recognition for the brand and influences choice. Logos help transcend international boundaries and language barriers because they communicate visually. Researches show that the brand is not just a name; it is created to add value to the product, give it a personality; and logo is an important factor to make those happens.  

Logos are feature of direct and indirect communication of a company, which can be seen on packaging, promotion materials, uniforms and business cards... Therefore the visual aspects of logo and have received great attention on how they should be used to affects customer's behavior. In a given year, one in 50 companies will change its name and logo for a variety of reasons. Logos may need to be changed due to changes in the company name. Other logo changes may reflect a strategy or service emphasis change. Some logos are changed in order to update a company image. Finally, logos may also be changed for purposes of novelty

The purpose of this study is to determine the impact of logos on consumer response toward a company. In addition, through the research, we can also understand the reasons that make consumers commit to a brand and how logos influence the brand's attitude. Moreover, it is important to be aware that logos may play an important  role to a company's name, in terms of assuring customers that there will be a connection with the brand's experience, and respecting the brand's heritage.

2/ Research objectives