Sight bites: a study of viewers' impressions of corporate logos in the communication industry

Claire E Norris, J Mallory Wober and Andrew M Colman

Logos (logotypes) are corporate emblems or symbols of identity that are designed to convey an organisation's identity to its members and to outsiders.
  

Sight Bites: A Study of Viewers Impressions of Corporate Logos in the Communications Industry1

Andrew M. Colman Leicester University, J. Mallory Wober Bournemouth University, and Claire E. Norris De Montfort University

INTRODUCTION

The logo of a company or other institution is increasingly the face that it presents to the public. Some writers still call it a logotype, which implies that it is composed of typographical letters (usually the initials of the organisations name); however, artistic and presentational developments have in some cases led to alterations of the letter shapes, as in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands