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Corporate Logo: History, Definition, and Components

Author

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  • Pantea Foroudi
  • T. C. Melewar
  • Suraksha Gupta

Abstract

Both academics and practitioners alike have directed increasing attention to the field of the corporate logo, and yet, a definitive construct of the corporate logo and its measurement does not yet exist. In this article, we marshal the literature relating to the historiography of the corporate logo. Furthermore, we report the findings of a literature-based study that sought to clarify the definitions and components of the corporate logo; namely, color, typeface, corporate name, and design. Challenges in developing a corporate logo are discussed. An important recommendation made by this research is about.

Suggested Citation

  • Pantea Foroudi & T. C. Melewar & Suraksha Gupta, 2017. "Corporate Logo: History, Definition, and Components," International Studies of Management & Organization, Taylor & Francis Journals, vol. 47(2), pages 176-196, April.
    • Handle: RePEc:taf:mimoxx:v:47:y:2017:i:2:p:176-196
    DOI: 10.1080/00208825.2017.1256166
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    Cited by:

    1. Keramitsoglou, Kiriaki M. & Mellon, Robert C. & Tsagkaraki, Maria I. & Tsagarakis, Konstantinos P., 2020. "Designing a logo for renewable energy sources with public participation: Empirical evidence from Greece," Renewable Energy, Elsevier, vol. 153(C), pages 1205-1218.
    2. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.
    3. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.

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