Research on the Influence of the Vertical Position of Text and Picture of Sport-Event Logo on the Attitude Towards Sport-Event

As a special brand identity, the designs and use of sport-event logos have attracted more and more attention from sport-event organizers. At present, the researches on sport-event logos mainly focuse on the impact of “presence or absence”, and there is no research in-depth on the “how”, which means research on how to design sport-event logos can better affect sport-event awareness and enhance sport-event effectiveness. Based on the theory of location effect, this paper studies the influence of the vertical position of sport-event logo and text on the attitude of sport-event through two experiments. The study found that, Compared with the combination of “text above and below” event logo position, consumers’ attitude towards the event is more positive when they face the “picture above and below” event logo position combination. This paper enriches the research on the related identification of sport-event and provides theoretical reference for the accurate design of sport-event logo by s sport-event management organization.