“…Numerous studies in the brand literature have investigated the visual elements of logos, such as identifying the concepts of naturalness, harmony, elaborateness, parallelism, repetition, proportion and shape (Henderson and Cote, 1998). The figurative design of brand logos can create brand recall and recognition (Machado et al , 2012). Natural logo designs generate brand recognition and positive affect towards brands (Machado et al , 2015).…”