A Study of 597 Logos Shows Which Kind Is Most Effective

by Jonathan Luffarelli, Mudra Mukesh and Ammara Mahmood

September 12, 2019

John Lund/Getty Images

Summary.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

Jonathan Luffarelli is a marketing professor at MBS School of Business (France). He studies brand aesthetics, logo design, and brand personality. He has published his work in leading journals like the Journal of Marketing Research and Journal of Consumer Research.

Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing.

Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as Management Science, the Journal of Marketing Research, and the Journal of Business Venturing.