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Cited by 654

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

Guidelines for Selecting or Modifying Logos

Henderson, Pamela W., Cote, Joseph A.·1998·Journal of Marketing
DOI 10.1177/002224299806200202
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Abstract

The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals. An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition, low-investment, and high-image communication objectives. High-recognition logos (accurate recognition created by high investment) should be very natural, very harmonious, and moderately elaborate. Low-investment logos (false sense of knowing and positive affect) should be less natural and very harmonious. High image logos (professional look and strong positive image) must be moderately elaborate and natural. The authors illustrate the guidelines with real logos.

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Metadata

Authors
Henderson, P. W., & Cote, J. A.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1998-04
Volume
62
Issue
2
Pages
14-30
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/002224299806200202
OpenAlex
W2048988518
Cited by
654
References
2
FWCI
10.40
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: Guidelines for Selecting or Modifying Logos. https://app.cochat.ai/papers/10.1177/002224299806200202
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Henderson, P. W., & Cote, J. A. (1998). Guidelines for Selecting or Modifying Logos. Journal of Marketing. https://doi.org/10.1177/002224299806200202

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