The present study aims at identifying the relationship between Brand Recognition and
Strategic logo design that incorporates both congruent and incongruent meanings.
Within the survey, the visual communication of the logos that were used, either
conveyed meanings through pictorial metaphors or it was of no sense at all. The battle
between those two opponents indicated higher levels of brand recognition for the
meaningful logos while the abstract ones ranged significantly lower. The data
collected were analyzed statistically and, for this sample, imply the existence of such
a relationship. The intent is to raise issues that will drive scholars towards a new
theory that will foster more exploratory studies for supplementing the current and
prevailing conceptions of Strategic logo design and Brand Equity
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