Visualizing complexity in corporate identity on the Internet: an empirical investigation

Everyday a plethora of fresh, new corporate logos floods the Internet. Yet how people perceive such visuals is but very little understood. Here, the visual impacts of design complexity as embedded in corporate e‐logos are investigated empirically. Contrary to widely held beliefs, people are attracted to complexity in the design of an e‐logo. More instructively, a complex e‐logo may enhance the perceptions of a firm as being creative and professional. This methodology may be adapted for testing whether a corporate e‐logo is communicating to diverse Internet audiences.