Publication detail

The effect of the logo on the customer – literature review

ANDRÝSKOVÁ, J.

Original Title

The effect of the logo on the customer – literature review

Type

article in a collection out of WoS and Scopus

Language

English

Original Abstract

This article deals with literature review on the topic the effect of the logo on the customer. First there is described the current brand management where the main part is the influence of the internet and social networks on the brand. Second part deals with the analysis of the logo and its effect on the customer. First there is general description of the logo and why is important for the company to have an attractive logo. Then there is the description of the general logo shape and the analysis of the difference between the round and angular shape. The next part describes the influence of different colours and their attributes (shade, saturation and value) on the logo and their perception by customers. Then the font and symmetry of the logo and their effect on the customer is being analysed. The last part deals with the general influence of the logo on customers.

Keywords

logo, brand, logo design, customer

Authors

ANDRÝSKOVÁ, J.

Released

9. 12. 2022

Publisher

Vysoké učení technické v Brně - Fakulta podnikatelská

Location

Brno

ISBN

978-80-214-6142-0

Book

Workshop specifického výzkumu 2022

Pages from

4

Pages to

9

Pages count

6

BibTex

@inproceedings{BUT184245,
  author="Jana {Andrýsková}",
  title="The effect of the logo on the customer – literature review",
  booktitle="Workshop specifického výzkumu 2022",
  year="2022",
  pages="4--9",
  publisher="Vysoké učení technické v Brně - Fakulta podnikatelská",
  address="Brno",
  isbn="978-80-214-6142-0"
}