Consumer perceptions of brand logos

A brand is an image which is aimed to have an effect in the consumer's mind. Using the visual identity of brand is one of the important ways to reflect this image. A logo, which is the element of visual identity, is the face of the brand: therefore, it is the first connection point of brand and consumer. A logo has an important place in the market: it plays an extremely vital role to affect and reach the target consumer.Having an idea about the consumer's perception of the brand will play a vital role in selecting the logo. The logo, if created and selected correctly, will be a main factor in maintaining the life of the enterprise.The aim of this study is to evaluate the consumers' perception about logo (the element of visual identity) and to define which features will have the most effect on the consumer. Determining effective features of logos that will eventually reach the consumer will be helpful to new brands as well as brands that will become obsolete to renew their logo.Some important findings of this study are as follows:?The most penetrating logos are active, natural, have a soft appearance and convey some important meaning.?Overwhelmingly complex logos do not appeal to a consumer.?An ineffective logo is one that is not aesthetically pleasing. They are very simple and have poor creating