Brand recognition: abstract shape, concrete success

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, describe three research studies which look at the critical success factors in logo symbol design.

Brand Recognition: Abstract Shape, Concrete Success

Gaston van der Laar and Lianne van den Berg-Weitzel Claessens Product Consultants

All around us we see brand-owners continually putting new brands on the market or reinforcing the position of existing brands. A relaunch or introduction often involves a new logo. That logo must become embedded in the minds of potential consumers at the lowest possible cost and in the shortest possible time. But what is a good logo? What conditions might we specify for its design? The Bacardi bat and the Nike swoosh...

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