Brand Power Through Effective Design

Tom Page*, Gisli Thorsteinsson**
* Lecturer, Department of Design & Technology, Loughborough, Leics, UK.
** Assistant Professor, Department of Design and Craft, Iceland University of Education.
Periodicity:June - August'2009


Logos are a vital tool for companies to promote and advertise their brand. They are the visual face of the brand and are sometimes the only way for the consumer to identify the brand over a competitor. To discover whether the public could spot brand values in logos, over one hundred people were asked to complete a survey comparing these brand attributes to specific logos. The results showed that the majority of people agreed with the brand attributes related to the logos.  Research into the methods behind logo design was conducted revealing how designers placed meanings into logos via the choice of font or wording, the symbols used and the logo’s general composition. This research was used to evaluate a selection of companies that have changed their logos; to see the reasons behind it and the differing messages they were trying to convey. The messages ranged from a change in target markets, to a change in product range or design features.


Logo Design, Brand Identity, Product Design

How to Cite this Article?

Tom Page and Gisli Thorsteinsson (2009). Brand Power through Effective Design. i-manager’s Journal on Management, 4(1), 11-25.


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