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

Sophie Steinecke and Jens U. Pätzmann ()
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Sophie Steinecke: Neu-Ulm University of Applied Sciences
Jens U. Pätzmann: Neu-Ulm University of Applied Sciences

A chapter in Entrepreneurship in the Digital Era, 2023, pp 117-146 from Springer

Abstract: 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.

Keywords: Archetypes; anti-archetypes; logo; logo design; start-ups; Gestalt psychology (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-43188-3_7

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DOI: 10.1007/978-3-031-43188-3_7

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