Over time, once consumers have become familiar with your offerings you can go towards a more minimalistic or less descriptive ( get rid of some of the design elements) route. If you are a new brand, it’s safer to go with a more descriptive logo. Also, if the brand markets a product or service that has a negative association on consumers’ minds ( Funeral Service, Toilet Cleaning, Deforestation) adding descriptive design elements makes the logo perform worse. The world’s largest coffee chain reveals an updated logo, removing its ‘Starbucks Coffee’ wordmark. The logo itself has gone through many changes over the decades. The effect of a descriptive logo diminishes as the consumer becomes familiar with the brand over time.ģ. Asset Links Starbucks can provide you with electronic files of the primary WPS logo and WPS wordmark in several styles and graphic formats. The Starbucks logo is a unique design playing with cultural elements that people can quickly connect to. Researchers also found that having a mixed logo is more effective at generating descriptiveness.Ģ. Now the question is how do you make your logos more descriptive? The answer is simple - adding both an icon and a wordmark. Second, more descriptive logos indicate authenticity and lastly, descriptive logos can positively affect consumer behaviour and brand performance. According to the research, there are three reasons why -įirst, consumers can view and process descriptive logos more easily. Descriptive logos performed better compared to non-descriptive ones.A recent research paper studying 597 logos finally has some clear direction on which kind of logos work better and under what conditions.
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