Corporate Logo: History, Definition, and Components

Pantea Foroudi, T. C. Melewar and Suraksha Gupta

International Studies of Management & Organization, 2017, vol. 47, issue 2, 176-196

Abstract: Both academics and practitioners alike have directed increasing attention to the field of the corporate logo, and yet, a definitive construct of the corporate logo and its measurement does not yet exist. In this article, we marshal the literature relating to the historiography of the corporate logo. Furthermore, we report the findings of a literature-based study that sought to clarify the definitions and components of the corporate logo; namely, color, typeface, corporate name, and design. Challenges in developing a corporate logo are discussed. An important recommendation made by this research is about.

Date: 2017
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DOI: 10.1080/00208825.2017.1256166

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