Brand Logos Through The Eyes of University Student Users

Abstract

Logo is the most striking and known element of the visual identity, and it has become more than a simple graphic mark. This study examines the relationship between some of the well-known logos and how they are perceived when drawn from memory. This was done by means of surveys and logo drawings. As a result, it was observed that subjects could draw McDonalds, Uniqlo, and Line the most accurate (P<0.05). It was further observed that they associate these logos with being colorful and in favor of the colors used. In addition, nobody could get Lotteria’s logo right (P<0.01).