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http://dx.doi.org/10.9717/kmms.2020.23.4.581

A Study on the Logotype Symbolism for the Improvement of Brand Recognition  

Hwang, Mi-Kyung (Game Lab, DONG-EUI University)
Kim, Chee-Yong (Dept. of Game Animation, College of ICT Eng., DONG-EUI University)
Kwon, Mahn-Woo (Dept. of Digital Media, College of Arts, Kyungsung University)
Park, Min-Hee (Dept. of Digital Media, College of Arts, Kyungsung University)
Cheng, Hong-In (Dept. of Industrial and Management Engineering, College of Engineering, Kyungsung University)
Publication Information
Journal of Korea Multimedia Society / v.23, no.4, 2020 , pp. 581-587 More about this Journal
Abstract
In this study, we investigated the correlation between logotype elements and brand recognition among corporate logos using quantification methodology 2. In addition, this study wanted to find out if consumers could easily recognize the product according to the design elements of the logotype. Our study showed that feminine tendency in logotype design was associated with clothes and cosmetics and masculine design element that will make people recall the game and health products. There were clothes and cosmetics for men but feminine design factor was strongly associated with clothes and cosmetics. In other words, logotype for cosmetic and clothing needed to be feminine by using neutral and cold colors. The relationship between the logotype and related products affected the brand recognition and this result can be used as a key element of corporate marketing.
Keywords
Brand; Recognition; Logotype; Symbolism;
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