Vladimir Zunkovic; Fredrik Dahlin , pp. 47. MAM/Sektionen för Management, 2006.
Title: Yes logo! What defines a good logo?
Authors: Fredrik Dahlin and Vladimir Zunkovic
Supervisor: Klaus Solberg Söilen.
Department: School of Management, Blekinge Institute of Technology.
Course: Bachelor’s thesis in Business Administration, 10 credits.
Purpose: To find out which are the defining characteristics of a good logo, from a scientific point of view.
Method: We have used a qualitative method consisting of interviews with experts within the marketing area with the goal to test the Swedish point of view against the one in the litterature.
We also used a quantitative method to investigate the publics attitude towards the testlogos we created. The purpouse of this poll is to test different colourcombinations and how the marketsegments feel about them. In this poll we used statistical methods to make sure that the agelimits and the number of male and female respondents are correct.
We executed another quantitative study towards Swedish marketing companies to create an idea of the businesses thoughts about a good logo are.
Results: A good logo is a simple symbol or geometrical form consisting of a combination of colours that reflect the company’s core values, visions and goals. It should be focused on the primary market segment and so unique that it can be trademarked.
Geometrically a good logo should be wider than it is high and not easily associated to symbols that might offend people of any culture. In the aspect of colour it is important that a logo attracts the viewer and truly submit the messages intended. Our study showes examples on which combinations that may function with a specific target group.