The effects of logo frame design on brand extensions

Abstract

Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

“…The impact of the establishment year displayed in logos on the perception of brand tradition (Pizzi & Scarpi, 2019). logo frames affect the perception of brand breadth (Chen & Bei, 2020). The perception of aesthetics is influenced more by sans-serif fonts (Vikas Singla et al, 2021).…”

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

“…These studies have attempted to identify what effects aesthetic features have on consumer responses to logos. Researchers have looked at how color (Huang et al , 2008; O’Connor, 2011; Song et al , 2022), shapes (Rafiq et al , 2020; Walsh et al , 2011), fonts (Childers and Jass, 2002; Grohmann et al , 2012), proportion (Pittard et al , 2007), structure (Chen and Bei, 2019; Meiting and Hua, 2021), flatness (Peng et al , 2023a), white space (Sharma and Varki, 2018), cuteness (Septianto and Kwon, 2022) and complexity (van Grinsven and Das, 2016; Janiszewski and Meyvis, 2001; Miceli et al , 2014) influence a viewer’s opinion of a company. Several studies have tried to connect these experimental results to the brand equity of corporations (Luffarelli et al , 2019b; Walsh et al , 2011).…”

Design of Graphic Elements of the Brand’s Corporate Style

“…The authors of the article [2] substantiated that a logo consisting of an icon and a brand name is more attractive compared to logos consisting of only one element. The regularity of the use of the frame in the logo and its effect on the attractiveness for consumers of various categories, revealed in the work [3], is of interest for the development of the logo. In particular, the effectiveness of using an open framework, or lack of it, for companies that are actively growing, and having a framework for campaigns that position themselves as stable, is established.…”