Matching the Typography to Products

抄録

Brand logotype is representative visual design to give consumers a positive image of company and to enhance marketing. The importance of logo design has been widely recognized due togreat interest in design management and severe competition. Logotype is composed of graphic elements such as symbol and icon. Public institutions, organizations and even individuals utilize typography. Combination of external factors such as font, color and form results in unique logotype. A corporate logo, powerful representation tool of brand identity, conveys the philosophy, ideology and concept of a brand effectively to consumers. This study analyzed the correlation between characteristics of typography and brand awareness of corporate logos using quantification methodology. We suggested a design method matching the logotype to products.