A Logo is Worth a Thousand Words – A Study of Heritage Brands through Logo Redesign

Abstract: Thesis purpose: The combined research on the effects of logo redesign on heritage brands is underdeveloped. Therefore, we contribute with insights to this nascent subject and provide inspiration for others to continue. Methodology: This thesis uses quantitative methods with a mixed experimental design to test the impact of different logo versions on Brand Attitudes and Perceived Brand Authenticity for three fashion brands: two heritage (Burberry and Versace) and one non-heritage brand (Calvin Klein). The testing consists of two parts: (1) Pre-test and (2) main test. Pre-test consists of high-level analysis as well as questionnaire. In addition, questionnaires are used in main test. The results are analysed through a mixed ANOVA. Theoretical perspective: Our research is based off past studies on logos, logo redesign, and brand heritage. Empirical data: This study uses online questionnaires. A total of 276 responses (52 pre-test and 224 main test) are obtained through a convenience sampling method performed online. Conclusion: Our analysis indicates mixed results. Some that confirm past research and some that contradict it. Our study shows logo redesign does not affect brand attitudes for heritage brands. However, we observe an influence from logo redesign on perceived brand authenticity for one of the heritage brands: Versace. We expected Calvin Klein to be less affected from logo redesign, but our data shows no significant differences. Our results signify that there is some relevancy to logo redesign and heritage brands; however, further studies are needed. In addition, our analysis implies non-heritage brands may not be at a significant disadvantage when compared to heritage brands.