Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude
van Grinsven and Das note that logo design features have rarely been tested empirically and report two experiments, one with unfamiliar logos and one with familiar logos. They find that logo complexity moderates exposure effects: repeated exposure improves recognition and attitudes, with the effects on attitudes stronger for complex logos. They suggest this points to short-term and long-term benefits for brands. Journal of record: Journal of Marketing Communications 22(3), 256-270, 2016 (online 2014).
van Grinsven and Das note that logo design features have rarely been tested empirically and report two experiments, one with unfamiliar logos and one with familiar logos. They find that logo complexity moderates exposure effects: repeated exposure improves recognition and attitudes, with the effects on attitudes stronger for complex logos. They suggest this points to short-term and long-term benefits for brands. Journal of record: Journal of Marketing Communications 22(3), 256-270, 2016 (online 2014).
Written from the abstract, OpenAlex record, 2026-11-03; citation details from Crossref, 2026-11-03.
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van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude. Journal of Marketing Communications, 22(3), 256-270. doi:10.1080/13527266.2013.866593 https://doi.org/10.1080/13527266.2013.866593