| 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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