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Liten förändring, stor skillnad: En kvalitativ studie om logotypers påverkan på den visuella identiteten
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to examine the role of logotypes within the visual identity and identify possible reasons that motivate companies to change their logo. This paper should also clarify how different parts of the visual identity affect each other and how they are interconnected. The thesis research question is formulated with the purpose in mind and has led to the following question: How can a logo change contribute to enhanced visual identity?


Since we wanted to obtain a better understanding of the chosen research area with help of interviews have we chosen a qualitative method for this thesis. During the process we have let the empirical material control the chosen theories. Our gathered theories are from secondary data and the empirical material has been collected from semi-structured interviews.  In order to obtain a wider range of our research topic, we have selected the interviewed respondents from different industries and areas of work.

In our work process, we have analyzed and discussed the impact of a logo and how a logo change could impact on the visual identity. Our research showed that a single logo change would not necessarily have an impact on the visual identity but would improve with a combined match of the identities other components. During our process we also identified three main ingredients that a good logo should contain. Finally, we have developed a theory that shows how visual identity components are interconnected.

Place, publisher, year, edition, pages
2015. , 58 p.
Keyword [en]
Visual identity, logotypes, corporate identity, the visual identity fit
Keyword [sv]
Visuell identitet, logotyper, identitetens visuella passform, IVP
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-39384OAI: diva2:783048
Subject / course
Business Administration - Marketing; Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits; International Business Programme, 180 credits
2015-01-15, Ny400k, Gröndalsvägen 19, Kalmar, 13:00 (Swedish)
Available from: 2015-02-10 Created: 2015-01-23 Last updated: 2015-02-10Bibliographically approved

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Liten skillnad, stor förändring(615 kB)181 downloads
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Forselius, HenricOgefalk, AlexanderRajabi, Farzin David
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