Transactions of Japan Society of Kansei Engineering
Online ISSN : 1884-5258
ISSN-L : 1884-0833
Psychological Effects of English and Arabic in Global Corporate Logos
Toshiyuki YAMASHITAAhmad EIBOKeiko KASAMATSU
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JOURNAL FREE ACCESS Advance online publication

Article ID: TJSKE-D-21-00060

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Abstract

The globalization of corporate activities has caused corporate logo changes, such as company name changes and alphabetization of logotypes. Even in corporate logos of global companies, however, the logotypes are sometimes written in other languages or the symbol marks are sometimes changed in consideration of their social circumstances. In this study, we focused on the global company logos that use Arabic logotypes in some Arab regions, and considered their psychological effects. We conducted questionnaire surveys on corporate logo images for university students in Dubai and Japan. Factor analysis and rough set analyses indicate that the Dubai students feel the impressions such as “likable,” “familiarity,” and “lively” for the corporate logos written in Arabic, and that they feel the impression such as “global” and “potential” for the original English logos. The results suggest the effectiveness of local strategy of global companies in corporate logos.

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