Examining Evaluation Mechanism and its Impact on Brand Perception Under Colour Transformation of a Logo

The effectiveness of a logo in creating favourable brand perception depends on how its aesthetic and semiotic attributes are evaluated. This study examines the relationship, sequential or simultaneous, between these two evaluation parameters when a logo transforms from a single colour to multiple and vice versa. It is important to further understand how this inference influences the formation of brand perception. The objectives have been achieved by conducting two experiments. Experiment 1 involved stimuli of variation in logo redesign from six single colours to a multiple coloured logo, whereas in experiment 2, it was variation from multiple to a single-coloured logo. Results of both experiments provided opposing results with aesthetic evaluation superseding semiotic in case of single to multiple colour redesign, and vice versa for multiple to single colour transition. Further, these logo evaluation parameters showed significant mediating effect in the formation process of brand perception. This study is the first of its kind which provides a method to understand the effectiveness of logo redesign by highlighting the formation sequence of aesthetic and semiotic parameters. Comparing such sequence, especially the transformation of single to multiple colour and vice versa, would contribute significantly to the branding literature.