A Study of Trade Marks, Symbols and Logotypes of Japanese Corporations
Customer’s impression for corporate logos is very important on management strategy. Building up strong VI produces a large amount of profit to corporations. This study considers what impression the customer has, based on a questionnaire survey data. We focused on the logo evolution of Japanese corporations. We used 3 Japanese corporations’ logos as stimulus. These logos are categorized into 3 typical Japanese logo designs. We proposed a questionnaire to the university students to investigate what the impressions of the logos of the 3 Japanese corporations. As the result of Factor analysis, 2 factors were gained. Factor 1 was named F1 Reliability-confidence and Factor 2 was named Innovation-invention. And we gave consideration on the combination of the logo designs and participants’ impressions. The combination of (1) figurative designs and (3) logotype has the tendency that both F1 Reliability-confidence and F2 Innovation-invention. The results of our study are useful in VI strategy.