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Colour and meaning in corporate logos: An empirical study


Hynes, N, Colour and meaning in corporate logos: An empirical study, The Journal of Brand Management, 16, (8) pp. 545-555. ISSN 1350-231X (2009) [Refereed Article]

Copyright Statement

2009 Palgrave Macmillan

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DOI: doi:10.1057/bm.2008.5


Corporate visual identity helps establish and maintain a company's corporate image, of which the colour and design of a company's logo is central. This study examines the triadic relationship between colour, design and the evoked meanings of logos to understand how these contribute to building a consistent corporate image. Results strongly indicate that consumers make clear judgements about the image of a firm from the logo design and have strong opinions about which colours are appropriate for different corporate images.

Item Details

Item Type:Refereed Article
Keywords:colour, meaning, brands, logos, consumer
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Hynes, N (Dr Niki Hynes)
ID Code:124086
Year Published:2009
Deposited By:TSBE
Deposited On:2018-02-08
Last Modified:2018-08-24

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