The Role of Logo Redesign in Creating Brand Value

Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers¡¯ brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to logo shape redesign. In This research uses a field experiment with 632 respondents and examines two athletic shoe brands: New Balance and Adidas. The greater the degree of change in the roundedness of a previously angular logo, the more likely it is that strongly committed consumers will evaluate the redesigned logo more negatively (in terms of brand attitude). Such logo evaluations, in turn, mediate the joint effect of logo redesign and commitment on overall brand attitude. Conversely, weakly committed consumers react positively to such changes.