What Elements Make a Logo? Systematic Review, Typology Proposition and Perspectives: Structured Abstract

Arnaud Sallerin ()
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Arnaud Sallerin: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This paper proposes a typology of logotypes by identifying their essential constitutive elements. Despite the central role of logos on consumer response (Deng et al., 2010; Celhay & Luffarelli, 2024; Liang et al., 2024), marketing research still lacks a consensual academic classification (Kim & Lim, 2019). Existing practitioner typologies remain inconsistent, relying on aesthetic or functional distinctions without theoretical grounding. This absence of a clear framework based on a multidisciplinary approach (Foroudi et al., 2017) limits the comparability of experimental studies and the operational efficiency of branding strategies. The objective of this study is therefore to establish a rigorous, interdisciplinary typology of logos based on their fundamental components.

Keywords: color; typography; symbol; typology; element; logo (search for similar items in EconPapers)
Date: 2026-07-06
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Published in 2026 World Marketing Congress, Academy of Marketing Science, Jul 2026, Vilnius, Lithuania

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05472621

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