Event Title

Ideology of a Logo and the Impact on Consumers

Session Title

Design

College

College of Visual and Performing Arts

Department

Department of Design

Honors Thesis Committee

Jason Tselentis, M.F.A; Jesse Weser, M.F.A.; and Hannah Maschoff, B.A.

Location

DIGS 221

Start Date

12-4-2019 2:55 PM

Description

What goes into the making of a memorable, effective logo? For my thesis, I analyze brands and logo trends in order to explore how brands use specific colors, shapes, fonts, and logos to convey messages to consumers. To fully understand logos and how they have evolved, I explore the history of logo design to understand what methods are long-lasting or trendy. To bring all that research together, I gave myself logo challenges to brand or rebrand companies and created a logo look book that displays my logo designs and educates readers about effective logo design. In addition to focusing on what makes an effective logo, an overarching theme I address in my thesis is the prevalence and power of implicit branding. Even if a logo designer conducts research to develop an effective mark, understands the brand's statement and purpose, and uses those tools to make a logo that speaks to the public, how can the logo still be misconstrued by consumers? How much of a role, if any, do consumers play in shaping the brand? What impact do consumers have on a brand over time? Are designers catering toward consumer expectations and trust of brand, or are they solely focused on the identity of the brand its messages and intents? My goal is to discover just how much power consumers have and who is actually the brand mastermind.

Course Assignment

VCOM 487H – Tselentis

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Apr 12th, 2:55 PM

Ideology of a Logo and the Impact on Consumers

DIGS 221

What goes into the making of a memorable, effective logo? For my thesis, I analyze brands and logo trends in order to explore how brands use specific colors, shapes, fonts, and logos to convey messages to consumers. To fully understand logos and how they have evolved, I explore the history of logo design to understand what methods are long-lasting or trendy. To bring all that research together, I gave myself logo challenges to brand or rebrand companies and created a logo look book that displays my logo designs and educates readers about effective logo design. In addition to focusing on what makes an effective logo, an overarching theme I address in my thesis is the prevalence and power of implicit branding. Even if a logo designer conducts research to develop an effective mark, understands the brand's statement and purpose, and uses those tools to make a logo that speaks to the public, how can the logo still be misconstrued by consumers? How much of a role, if any, do consumers play in shaping the brand? What impact do consumers have on a brand over time? Are designers catering toward consumer expectations and trust of brand, or are they solely focused on the identity of the brand its messages and intents? My goal is to discover just how much power consumers have and who is actually the brand mastermind.