Something as simple as logo design may seem an inconsequential decision, but recent research by the Harvard Business Review finds that the choice can have a major impact on consumers. A study of 597 logos showed that descriptive logos that include textual or visual design elements that clearly communicate the type of product or service a brand is marketing are most effective.
The question of whether to use a descriptive logo or a nondescriptive logo often arises during design meetings. In recent years several brands have modified their logos to make them more descriptive, while others have made their logos nondescriptive. Dunkin’ removed the word “donuts” and the coffee cup from its logo, making it nondescriptive. Conversely, Animal Planet made its logo even more descriptive by adding an elephant to the design. In our analysis, we found that about 60% of companies used a nondescriptive logo, while 40% used a descriptive logo.
However, as our research demonstrates, descriptive logos more favorably impact consumers’ brand perceptions than nondescriptive ones, and are more likely to improve brand performance.
Our studies and analyses reveal that it is easier for consumers to visually process descriptive logos and understand what a brand markets as a result. We also found that, compared with nondescriptive logos, descriptive logos:
- make brands appear more authentic in consumers’ eyes
- more favorably impact consumers’ evaluations of brands
- more strongly increase consumers’ willingness to buy from brands
- boost brands’ net sales more
