Logotype Design Support System Based on Sketches

Saikawa, Junji; Onisawa, Takehisa

doi:10.1007/978-3-319-05515-2_12

Cited by 5 publications

(4 citation statements)

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“…The impact of cultural authenticity Logo mark: visual design. A brand logo has two components, visual and verbal, both of which can influence the consumer's perceptions (Saikawa and Onisawa, 2014). The brand mark is the visual component of the brand logo (Saikawa and Onisawa, 2014).…”

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confidence: 99%

“…A brand logo has two components, visual and verbal, both of which can influence the consumer's perceptions (Saikawa and Onisawa, 2014). The brand mark is the visual component of the brand logo (Saikawa and Onisawa, 2014). The visual design aspect, such as the logo mark, has been considered by the past researchers to be a powerful tool in brand communication (Henderson et al, 2003;Schmitt, 1996) and in building cultural authenticity (Alexander, 2009).…”

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The impact of cultural authenticity on brand uniqueness and willingness to try

Southworth

Ha‐Brookshire

2016

APJML

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Purpose In response to today’s marketplace in which many Asian brands are trying to expand their businesses into Western nations, this study investigated the strategic use of cultural authenticity that Asian brands may employ for their success. Although the benefits of using cultural heritage in brand strategies have been noted by past literature, the efficacies of how Asian brands can use brand logo designs to positively influence their brand success have not been studied. To fill this gap, the purpose of this paper is to examine how Chinese brands can increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population as the sample frame. The Chinese brand logos communicating Asian heritage were created by manipulating the cultural authenticity of the brand logo mark and the language of the logotype. Findings The results suggested that the Asian-themed brand logo is an important tool in exuding a Chinese brand’s sense of cultural authenticity to US consumers. In turn, the perception of cultural authenticity for the Chinese brand positively influenced the US consumers’ perceptions of the brand’s uniqueness, which led to greater willingness to try the brand. Originality/value The research provides empirical insights into how “Asian-ness” can be manifested via brand logos to convey cultural authenticity as well as to build perceived brand uniqueness and the willingness to try among US consumers.

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The impact of cultural authenticity on brand uniqueness and willingness to try

Southworth

Ha‐Brookshire

2016

APJML

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“…The proposed system designs an original logotype for the reflection of impression expressed by an image word. In this paper, a character string of alphabetical capital letters is used as a logotype, which is deformed and drawn using the parameter values explained later referring to [15]. Table I.…”

Section: A Logotypementioning

confidence: 99%

“…A font design generation system with IGA is also proposed [14]. We also propose logotype design support system using IGA [15]. It is found that user's evaluation for design candidates is reflected well in the design using IGA.…”

Section: Introductionmentioning

confidence: 99%

Study on logotype design based on target impression

Hagiyama

Onisawa

2014

2014 Joint 7th International Conference on Soft Computing and Intelligent Systems (SCIS) and 15th International Symposium on Ad

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This paper proposes a support system for logotype design based on impression of a target logotype. The presented system has the impression estimate part, the logotype generation part and the logotype modification part. Especially, this paper describes the roles of the impression estimate part and the logotype generation part, and the procedure of generating an initial logotype design. Impression of a target logotype, which is expressed using an adjective, and a character string are inputted to the system. In the impression estimate part, the inputted adjective is analyzed by the concept of co-occurrence of adjectives and its impression value is obtained. The logotype generation part has an impression space that expresses a factor structure of impression of a logotype, which is obtained by factor analysis of data in the pre-experiment. This part generates logotype candidate that has the lowest degree of dissimilarity of the impression value among impression values of logotype samples in the impression space comparing with the impression value of an inputted adjective. The results of the subject experiment show that the initial logotype design generated by presented method reflects the inputted impression well.

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