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Analysing the complex relationship between logo and brand

Author

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  • Meghan Kelly

    (Deakin University)

Abstract

Logos are identified as a useful tool within the complex strategy of brand communication. However, the focus on logos has concerned some researchers who attest that a logo is only a minor consideration in place branding where a policy-based approach is required. This article will argue that logos are critical in place branding in so much as they serve as a tool to help form the foundation of the visual strategy for a place-branding campaign. The power of the visual cannot be underestimated and maximizing the capacity of a logo through a flexible identity creates a visual repertoire to unite communication strategies and enhance branding. This article highlights the need to move away from the discussion of the single logo entity and instead focus debate on the integration of the entire suite of visual structures used to create meaning.

Suggested Citation

  • Meghan Kelly, 2017. "Analysing the complex relationship between logo and brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 18-33, February.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:1:d:10.1057_pb.2016.3
    DOI: 10.1057/pb.2016.3
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    Cited by:

    1. Vikas Singla & Nidhi Sharma, 2022. "Understanding Role of Fonts in Linking Brand Identity to Brand Perception," Corporate Reputation Review, Palgrave Macmillan, vol. 25(4), pages 272-286, November.
    2. Giovana Goretti Feijó de Almeida & Paulo Almeida & Lucília Cardoso & Luís Lima Santos, 2023. "Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    3. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.

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