The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity

Abstract

Five studies using a variety of experimental approaches and secondary data sets show that a visual property present in all brand logos—the degree of (a)symmetry—can interact with brand personality to affect brand equity. Specifically, compared with symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that have an exciting personality. This can boost consumers’ evaluations and the market’s financial valuations of such brands, a phenomenon referred to as the “visual asymmetry effect.” The studies also show that this interplay between brand personality and logo design occurs only for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding and offer actionable insights to marketing practitioners.

Brand Logo Shape and Brand Personality

“…Research into the design of brand logos has found that careful consideration and execution of elements like color (Foroudi et al 2014;Henderson & Cote 1998;Labrecque & Milne 2012;Müller, et al 2013;Klink 2003), complexity (Henderson & Cote 1998;Grinsven & Das 2014;Luffarelli et al 2019. ) and shape (Walsh 2005;Jiang et al 2016;Pittard et al 2007;Luffarelli et al 2019. ) have positive effects on consumer brand recognition, brand liking, and brand personality.…”

“…While studies have looked at elements like complexity (Grinsven & Das 2014;Luffarelli et al 2019. ) and color (Foroudi et al 2014;Henderson & Cote 1998;Labrecque & Milne 2012;Müller et al 2013;Klink 2003) in logo design to create desirable brand image equity, empirical research into the shape of a brand logo in this aspect has been minimal, most likely due to the subjective nature of what makes "good" design.…”

“…In these 13 characteristics, shape is a key factor in multiple categories, like "round", "symmetry", and "balance" (Henderson & Cote 1998). Further studies using these established principles have also discussed logo shape in their positive role in brand loyalty (Walsh 2005) and brand attitudes (Luffarelli et al 2019).…”

“…et al 2007). This idea has been developed into more detailed analysis of shape design elements in recent years, distilling shape into concepts of movement and asymmetry in geometric logo shape to elicit stimuli of exciting brand personality (Luffarelli et al 2019). However, further research is needed on overarching logo shapes, specifically that of the general spatial outline of a logo, and its impact on logo design perceptions.…”

“…Additionally, circle logos have been interpreted to influence consumer perceptions of brand balance (Adîr et al 2012), product comfort (Jiang et al 2016), and less exciting when compared to asymmetric shapes (Luffarelli et al 2019). Research specifically on brand personality and logo design also found a small correlation between logo roundness and positive customer perceptions of brand sincerity (Grohmann 2008).…”