| abstract |
| Background Since 2013, companies have shown a tendency to redesign their brand logos with simple and modern sans-serif typefaces. This strategy aims to enhance adaptability in the digital environment and to reframe the brand image in a more contemporary and sophisticated manner. This study aims to investigate the impact of these changes on consumer brand perception and image by comparing the designs before and after the logo typeface change. Through emotional analysis, the study seeks to understand how consumers perceive these changes and how the brand image evolves.
Ultimately, this research intends to conduct an emotional analysis comparing the logo typefaces before and after the change, and to comprehensively analyze the results. The goal is to provide companies with practical guidelines for establishing effective brand strategies. Additionally, the study will empirically demonstrate the strategic advantages of typeface changes in enhancing brand visibility and competitiveness in the digital environment.
Methods This study focuses on major fashion brands that have changed their logo typefaces since 2018, including Yves Saint Laurent, Balenciaga, Burberry, Berluti, Celine, Balmain, Rimowa, and Ferragamo. By comparing the logos before and after the changes, an emotional analysis will be conducted. Data will be collected through a survey utilizing Semantic Differential (SD) measurement with adjectives. The survey results will then be analyzed using principal component analysis.
Result Before the experiment, it was expected that the original logos would be perceived as 'luxurious and familiar', while the redesigned logos would be seen as 'clean but dull'. As anticipated, the original logos scored high in 'sophistication' but low in 'weightiness' and 'stability'. In contrast, the redesigned logos scored lower in 'sophistication' but higher in 'weightiness' and 'stability'.
These results suggest that changes in logo typefaces can impact brand image and consumer perception in unexpected ways. This highlights the importance of considering not only the typeface but also the overall design elements and the harmony of brand characteristics.
Conclusion In the digital environment, sans-serif logos offer high adaptability and readability, providing a sense of stability to consumers. While logo changes can enhance modernity and brand visibility, altering a long-standing brand image can be challenging. If a sophisticated image is desired, retaining the original logo may be preferable.
The experiment confirmed that changes in logo typefaces affect consumer emotions. This study provides insights into the visual expression of typefaces, helping companies effectively convey their intended brand image. Choosing the appropriate typeface is crucial for strengthening brand image and enhancing competitiveness in the digital environment. Companies should carefully consider logo typeface changes. |
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| Key Words |
| 로고, 서체, 소비자 감성, Logo, Typeface, consumer sentiment |
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