Как выбрать или модифицировать логотип 
Cote J., Henderson P.

Выбор логотипа;
Из чего состоит хороший логотип?;
Эмпирические исследования для выработки рекомендаций;
Результаты;
Рекомендации по выбору логотипа;
Выбор логотипов/процесс модификации;
Дальнейшие исследования;

Аннотация

В данной статье приводятся советы и рекомендации менеджерам по выбору и модификации логотипов для более эффективной реализации задач, касающихся корпоративного имиджа. Эмпирический анализ 195 логотипов, в процессе которого логотипы оценивались по тринадцати характеристикам дизайна, позволил идентифицировать логотипы, отвечающие таким характеристикам, как высокая узнаваемость, низкие капитальные затраты и высокий уровень имиджевой коммуникации. Логотипы с высоким уровнем узнаваемости (точная узнаваемость достигается с помощью значительных инвестиций) должны быть естественными, гармоничными и детально разработанными. Соответственно, логотипы, инвестиции в которые были незначительны (ложное чувство знания и положительного эффекта), менее естественны и гармоничны. Высокоимиджевые логотипы (профессиональное оформление и сильный положительный имидж) должны быть детально разработанными и естественными. Советы и рекомендации авторов подкреплены реальными примерами создания логотипов.

Журнал: «Бренд-менеджмент» — №4, 2002 (© Издательский дом Гребенников)
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Henderson Pamela W.

(Памела Хендерсон)-профессор маркетинга, преподает в университете штата Вашингтон (Washington State University), г. Ричлэнд.

Cote Joseph A.

(Джозеф Коут) - профессор маркетинга, преподает в университете штата Вашингтон, г. Ванкувер.