Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Fulginiti, Anthony J.


Corporate image; Logos (Symbols)


Public Relations and Advertising


The purpose of this study was to analyze the use of company logos in corporate identity systems and their contribution to corporate image. Logos – or trademarks – identify and differentiate companies and their products, services or ideas. While logos tell about a company's personality, they cannot work in a vacuum – logos communicate along with other components of a corporate identity system.

The researcher conducted a survey study to measure consumers' attitudes toward company logos and the image contribution of the logo. This study was based on the LogoValue Surveys, conduced between 1991 and 1994 by Interbrand Schechter, a corporate identity firm. An accidental sample of 100 people were shown either 10 company names in black, sans serif type or the fully designed color logos of the same companies. Respondents ranked the companies on four image-contribution attributes. Comparisons were made between the score of the company logo versus the company name.

Only about half of the logos contributed to the consumer's image of the company. The survey was unable to test consumer's preconceived opinions about a company, which add to the total image one has of a company.