Guidelines for selecting or modifying logos
Guidelines for selecting or modifying logos
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DOI：
10.2307/1252158
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发表时间：
1998-04-01
影响因子：
12.9
通讯作者：
Cote, JA
中科院分区：
文献类型：
--
作者：
Henderson, PW;Cote, JA
作者制定了指导方针，以帮助管理人员选择或修改标志，以实现其企业形象的目标。对195个标识进行了实证分析，根据13个设计特征进行了校准，确定了符合高识别度，低投资和高形象沟通目标的标识。高识别度的标志（高投资创造的准确识别）应该非常自然，非常和谐，适度精致。低投资的标识（错误的认知和积极的影响）应该不那么自然，非常和谐。高形象标志（专业的外观和强烈的正面形象）必须适度精致和自然。作者用真实的标志来说明这些指导方针。
The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals. An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition, low-investment, and high-image communication objectives. High-recognition logos (accurate recognition created by high investment) should be very natural, very harmonious, and moderately elaborate. Low-investment logos (false sense of knowing and positive affect) should be less natural and very harmonious. High image logos (professional look and strong positive image) must be moderately elaborate and natural. The authors illustrate the guidelines with real logos.