Corporate logos: case studies describing how two companies
decide upon corporate logos

Abstract: The purpose of this thesis is to gain a better understanding of how
companies proceed when selecting a corporate logo. In the thesis we have
attempted to describe the different objectives that companies have with
their logo, the selection process of a logo and also the benefits of a
corporate logo. To be able to reach the purpose of this thesis we have
conducted case studies on two companies, Telia and Lulebo. Our research
showed that the most common objective with a corporate logo is to create
recognition of the company. Regarding the selection process our research
shows that the process is not systematically thought out, but companies do
go through a certain set of stages that are similar between the companies.
Moreover the research shows that the buying center in the logo selection
process consists of five roles that are held by individuals with high
positions in the company. Concerning the benefits of a corporate logo, our
research revealed that companies perceive that a logo can bring a number of
benefits to the company.