The added value of corporate logos ‐ An empirical study

Describes the evaluations, by potential customers, of a new logo of a Dutch bank. Evaluations were measured before and after the introduction, comparing perceptions of the new logo with the observations of the logos of two competitors (a larger and a smaller one). The study indicates that people attribute different associations to each logo. The set of associations they have with the logo appeared to increase if respondents were confronted with the name of the company behind the new logo. After the launch of the new logo, embedded within a nation‐wide advertising campaign, the positive associations increased and the negative evaluations decreased. The majority of interviewees were able to describe associations that matched the intentions which the bank wanted to express with its new corporate symbol.