Yesel Jun, & Hyunju Lee. (2020) Static and Animated Brand Logos: Interplay of Brand Logos and Brand Personality on Emotional and Cognitive Effects. The International Journal of Visual Design, 14(3), 15-28.

DOI: https://doi.org/10.18848/2325-1581/CGP/v14i03/15-28

Abstract

In recent years, the market has witnessed an increasing use of animated brand logos, the main reason for which may be due to their innate ability to more intensely draw the attention of consumers compared to their counterpart. However, animated logos cannot be considered to always create an advantage, especially considering the attention span of consumers becoming shorter. This study explores the interrelations among brand logo design characteristics, brand personality, and brand logo effects. Empirical analyses of static and animated brand logos on consumer preference and information fluency reveal that consumer preference is higher for animated logos than for static logos, especially for companies whose brand personality is largely sincerity, excitement, and sophistication. In terms of information fluency, static logos are found to better deliver competence personality whereas animated logos are found to better deliver excitement personality. The findings of the study offer novel insights on how consumer preference and information fluency of brand logos differ in respect to the existence of animation and the personality of the company.