| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 101 === Logos not only have the main power to launch all the all the visual design elements of CIS but also are the core of them.When designing a proper logo, it is necessary to make it easily identified and become a symbol of the company or brand. Industry attributes should be concerned and showed through shapes and colors.
In order to precisely acquire the influence of industry attributes on logo design, a questionnaire survey was conducted in this study to obtain data on how a particular industry attribute reflects its particular brand personality through a brand logo.The purposes of this research are as follows:（1）to understand college students’ perception of brand personalities and industry attributes of world-famous brands’ logos;（2）to explore how a particular industry attribute reflects its particular brand personality through a brand logo; and（3）to analyze how a brand logo uses shapes and colors to express its particular industry attribute.
The results of this research are as follows:
1. Regarding brand personality, logos of electronics brands chiefly show “competence”, while those of FMCG brands chiefly show “sincerity”, those of automotive brands chiefly show “competence” and “sophistication”, and those of financial services brands chiefly show “competence”. Logos of automotive brands get high degree of recognition in all the five dimensions of brand personality.
2. Regarding the perception of industry attributes, logos of electronics brands are also considered suitable for internet services, computer software, business services, etc. Logos of FMCG brands are also considered suitable for beverages, restaurants, home furnishings, etc. Logos of automotive brands are also considered suitable for business services, luxury, transportation, etc. Logos of financial services brands are also considered suitable for business services, internet services, media, etc.
3. Regarding the shapes of logos, most of world-famous brands design their logos with letters and keep them simple.
4. Regarding the colors of logos, there are some differences in the brand personalities that the logos performance among different industry attributes. Strong colors are mostly chosen as logos’ standard colors, which less than to two colors, so as to to make a deeper impression on the consumers.
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