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Logo Creation with Archetypes: Using Archetypical Shapes to Design Brand-Compliant Logos for Start-Ups

In: Entrepreneurship in the Digital Era

Author

Listed:
  • Sophie Steinecke

    (Neu-Ulm University of Applied Sciences)

  • Jens U. Pätzmann

    (Neu-Ulm University of Applied Sciences)

Abstract

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.

Suggested Citation

  • Sophie Steinecke & Jens U. Pätzmann, 2023. "Logo Creation with Archetypes: Using Archetypical Shapes to Design Brand-Compliant Logos for Start-Ups," Management for Professionals, in: Daniel Schallmo & Jens Pätzmann & Thomas Clauß (ed.), Entrepreneurship in the Digital Era, pages 117-146, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-43188-3_7
    DOI: 10.1007/978-3-031-43188-3_7
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