Merchandising/Marketing/Retailing: Management

“A Logo That Says It All”: How Logo Designs Affect Fashion Brands’ Brand Equity

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Abstract

This paper reviews literature on brand logo characteristics and proposes a conceptual framework that links brand logo characteristics to brand equity. Brand logos serve as an essential tool to build symbolic and emotional connections with consumers through design characteristics such as logos’ shape (e.g., stability, symmetry, circularity/angularity), color (e.g., color temperature), and text (e.g., font style, casing, and alignment) characteristics as well as their contextual relevance. This paper illustrates how these logo characteristics may affect brand equity at the customer, market, and financial levels. Despite their significance, research on logo design effects within the fashion context is relatively scant, especially the effects of logo design on customer-brand relationships and market- and financial-level brand equity. The proposed conceptual framework is expected to stimulate further research in these areas and offers practical insights as a strategic logo design guide to strengthen brand equity. 

Keywords: brand equity, consumer, fashion, logo, Brand, Brand equity, Consumer, Fashion, Logo

How to Cite:

Tawseef, T., Kwon, W. & Siddique, M., (2025) ““A Logo That Says It All”: How Logo Designs Affect Fashion Brands’ Brand Equity”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18721