GUIDELINES FOR SELECTING OR MODIFYING LOGOS

The authors develop guidelines to assist managers in selecting or modi fying logos to achieve their corporate image goals. An empirical analy sis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition, low-investment, and high-image commu nication objectives. High-recognition logos (accurate recognition crea ted by high investment) should be very natural, very harmonious, and m oderately elaborate. Low-investment logos (false sense of knowing and positive affect) should be less natural and very harmonious. High imag e logos (professional look and strong positive image) must be moderate ly elaborate and natural. The authors illustrate the guidelines with r eal logos.