| Creators: | Steinecke, Sophie and Pätzmann, Jens U. |
|---|---|
| Title: | Logo Creation with Archetypes : Using Archetypical Shapes to Design Brand-Compliant Logos for Start-Ups |
| Item Type: | Book Section |
| Projects: | IFE |
| Page Range: | pp. 117-146 |
| Date: | 2023 |
| Divisions: | Wirtschaftswissenschaften |
| Abstract (ENG): | This paper investigates whether the archetypes and anti-archetypes of the archetypal model according to Pätzmann and Hartwig (Markenführung mit Archetypen. Von Helden und Zerstörern: ein neues archetypisches Modell für das Markenmanagement, 2018) can be used to design the shapes of brand logos. Quantitative research was undertaken with a group of German consumers, and six structured interviews were conducted with experts from business and science. The results show that archetypical and anti-archetypical shapes can be identified for all archetypes. These findings have a high potential for being useful in the logo development process. Start-ups in particular should benefit from these research results, which can aid in decision-making and facilitate the process of designing a visually and conceptually distinctive logo that is in line with the overriding brand concept. The study shows that logo designers can use archetypical shapes in a targeted way to provoke specific associations in consumers. It therefore offers start-ups valuable guidelines for the complex logo development process. The findings can also benefit companies aiming to revise their existing logos. |
| Forthcoming: | No |
| Language: | English |
| Uncontrolled Keywords: | Archetypes ; anti-archetypes ; logo ; logo design ; start-ups ; Gestalt psychology |
| Link eMedia: | Download |
| Citation: | Steinecke, Sophie and Pätzmann, Jens U. (2023) Logo Creation with Archetypes : Using Archetypical Shapes to Design Brand-Compliant Logos for Start-Ups. In: Entrepreneurship in the Digital Era / Schallmo, D.; Pätzmann, Jens U.; Clauß, T. (Hrsg.). Cham: Springer, pp. 117-146. (Management for Professionals). ISBN 9783031431883 |
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