Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands

A comprehensive framework of visual elements in brand logos: content analysis of top 500 global... Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have often been limited to specific types of visual elements (e.g. typefaces) or restricted to certain product categories. This study aims to conceptualise a comprehensive list of visual elements used in brand logos and to validate it based on the top 500 global brand logos across eight product categories.Design/methodology/approachA comprehensive list was conceptualised through a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories.FindingsThe content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types (organic/geometric) and stacking of elements (horizontal/vertical/diagonal) varied across product categories.Originality/valueThis study contributes to the literature by creating a comprehensive guidebook of visual elements of logos. It also offers guidance to in-house and third-party designers of companies for logo design to better understand the nuances of intellectual property related to logo elements and assists managers in comparing their brands’ visual identity with those of their competitors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands

Download PDF
18 pages

Loading next page...
 
/lp/emerald-publishing/a-comprehensive-framework-of-visual-elements-in-brand-logos-content-04O45cKK1S

References (89)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1061-0421
eISSN
2054-1643
DOI
10.1108/jpbm-09-2023-4720
Publisher site
See Article on Publisher Site

Abstract

Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have often been limited to specific types of visual elements (e.g. typefaces) or restricted to certain product categories. This study aims to conceptualise a comprehensive list of visual elements used in brand logos and to validate it based on the top 500 global brand logos across eight product categories.Design/methodology/approachA comprehensive list was conceptualised through a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories.FindingsThe content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types (organic/geometric) and stacking of elements (horizontal/vertical/diagonal) varied across product categories.Originality/valueThis study contributes to the literature by creating a comprehensive guidebook of visual elements of logos. It also offers guidance to in-house and third-party designers of companies for logo design to better understand the nuances of intellectual property related to logo elements and assists managers in comparing their brands’ visual identity with those of their competitors.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Nov 26, 2024

Keywords: Design; Colour; Content analysis; Brand logo; Visual elements; Semiotics theory; Typeface

There are no references for this article.