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En bra logotyp: En studie av existerande råd vid skapandet av bra logotyper och i vilken utsträckning de används
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A good logo : A study of the existing advices in creating a good logo and to which extent they are used (English)
Abstract [sv]

För att skilja ett varumärke åt från ett annat behövs en grafisk identitet. Identitet skapar igenkänning och tidigare studier visar att konsumenten oftast hellre väljer ett varumärke de känner igen över ett varumärke de inte känner igen. Logotypen är det visuella märket som syns utåt, och en studie nämner att en amerikan blir utsatt för ca 16 000 logotyper, reklamer och etiketter per dag.

Denna studie avser presentera existerande råd för utformningen av en bra logotyp och undersöka i vilken utsträckning dessa råd används. Studien undersöker också om det finns några samband mellan logotypens utformning och varumärkets styrka.

För att genomföra studien har en litteratursökning gjorts; baserat på denna har tre betygsystem tagits fram. Sedan har 74 logotyper från två rankningslistor betygsatts av tre yrkesverksamma grafiker.

I studien presenteras de råd litteratursökningen gav samt de råd som fanns mest använda. Resultaten visar att det inte finns något samband mellan logotypens utformning och varumärkets styrka, vilket tyder på att andra faktorer spelar in för att ett varumärke ska bli starkt.

Abstract [en]

To distinguish one brand from another, a graphic identity is required. The identity also creates recognition; previous studies show that the consumer would rather choose a brand they recognize over one they do not recognize. The logo is the brands face toward the consumer and one study mentions that an American is exposed to about 16,000 logos, advertisements and labels each day.

This study aims to present existing advice on the design of the logo and to investigate the extent to which these advices are used. The study also investigates whether there is any association between the logo design and the brand's strength.

In order to complete the study, a literature search has been made; and based on this, three rating systems have been developed. Then, 74 logos from two ranking lists have been rated by three professional graphic artists.

The study presents the advices the literature search gave and the advices that was most widely used. The results show that there is no link between the design of the logo and the brand's strength, which indicates that other factors are involved in making a strong brand.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Branding, logotype, visual identity
Keywords [sv]
Logotyp, varumärke, visuell identitet
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:du-29939OAI: oai:DiVA.org:du-29939DiVA, id: diva2:1307656
Available from: 2019-04-29 Created: 2019-04-29

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