The Effect of Brand Adjectives on Logo Selection

Logos are a vital part of a company’s brand. They are what catches people’s eyes and is a symbol that people associate the company with. Even if one forgets the name of a company or what they specialize in, a memorable and unique logo can linger within an individual's mind and can keep the memory of a specific company alive in their minds. In my thesis project, I am combining the fields of marketing and visual cognition to measure and research if there are specific visual aspects of a logo people instinctively associate with different brand adjectives: sustainability, trustworthiness, and modern.