Title

Logo Life Cycles

Date

5-31-2018 9:00 AM

End Time

31-5-2018 9:15 AM

Location

WUC Calapooia Room

Session Chair

John Leadley

Session Chair

Keven Malkewitz

Session Title

General Business & Economics presentations

Presentation Type

Presentation

Faculty Sponsor(s)

Keven Malkewitz

Abstract

Although extant research has provided important and essential insight into logo design, the approaches taken have utilized individual logos at a single point in time. An unfortunate consequence of this “snapshot in time” approach is that it does not provide insight into perhaps the most common challenge that managers face, which is the management of their firms’ logos over time (e.g., how frequently should logos be updated, and to what degree redesigned logos should be similar/different to firms’ previous logos). This research addresses this shortcoming of previous research by examining logo life cycles. We begin with descriptive research identifying logo life cycle metrics (e.g., how long are logos utilized before they are changed, industry averages for logo change, etc.). We then evaluate the degree of logos’ perceptual fluency and conceptual fluency change over the logo life cycle. The managerial implications and the limitations of the research are then addressed, followed by suggestions for future research.

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May 31st, 9:00 AM May 31st, 9:15 AM

Logo Life Cycles

WUC Calapooia Room

Although extant research has provided important and essential insight into logo design, the approaches taken have utilized individual logos at a single point in time. An unfortunate consequence of this “snapshot in time” approach is that it does not provide insight into perhaps the most common challenge that managers face, which is the management of their firms’ logos over time (e.g., how frequently should logos be updated, and to what degree redesigned logos should be similar/different to firms’ previous logos). This research addresses this shortcoming of previous research by examining logo life cycles. We begin with descriptive research identifying logo life cycle metrics (e.g., how long are logos utilized before they are changed, industry averages for logo change, etc.). We then evaluate the degree of logos’ perceptual fluency and conceptual fluency change over the logo life cycle. The managerial implications and the limitations of the research are then addressed, followed by suggestions for future research.