Attributing Meaning to Corporate Logos: A Cross Cultural Comparison
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Martinson, Barbara and Sauman Chu
University of Alberta
2003

Abstract:

Visual symbols are an essential part of corporate communication. The development of an appropriate corporate logo is an expensive and a time-intensive process. This study examines the meaning of visual form as perceived via corporate identity. Global economies demand that such symbols carry consistent meaning across cultures. 170 subjects from the U.S. and Hong Kong participated in a survey that identified positive business attributes associated with six logos. Another 60 subjects (30 from the U.S., 30 from Hong Kong) participated in focus groups and collectively discussed and collectively identified attributes as related to certain logos. Results indicate that there was agreement between and within groups on the perception of attributes with specific shapes. There were no significant differences between cultural groups.