The logos as a brand component and the typography usage's effect on brand value in logos

The aim of this study is to explain the effects of typographic characters that are used on logos, on brand equity by using a field study which based on Aaker's consumer based brand equity model. In the study, some statements were given on the relations between brand equity and the effects of logos and typographic charecters which were examined, on consumers. Within the concept of brand equity, consumer behaviour, logos and their specific characters, crucial factors in the design process, six different bank logos were compared in the study and it was found out in which level of these typographic characters effect brand equity.