Environment and Social Psychology (2024) Volume 9 Issue 9

doi: 10.59429/esp.v9i9.3041

Research Article
Effects of brand visual identity on consumer attitude ：A systematic
literature review
Menguyao Yu1,2, Sazrinee Zainal Abidin1,*, Nazlina Shaari1, Changhua He1,2, Lijun Shi1,2, Qianyu Liu2,3
1
Department of Architecture, Faculty of Design & Architecture, Serdang, Selangor,43000, Malaysia
2
Yunnan University of Business Management, Kunming, Yunnan,650106, China
3
Faculty of Art, Sustainability and Creative Industry,University of Sultan Idris Education, Tanjong Malim, Perak,
35900, Malaysia
* Corresponding author: Sazrinee Zainal Abidin, [email protected]

ABSTRACT
Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude.
Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand
communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based
on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes
and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed
relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades
(2004-2024), and obtained 559 articles in May 2024. We conducted a thorough peer-review of both theoretical and
empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers'
perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and
font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand
management. The results show that the consumption of visual identification elements affects consumers' perceived
brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and
social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and
attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust
conclusions.
Keywords: Brand visual identity; visual identity elements; consumer perception; consumer attitude

1. Introduction
Corporate identity is a broad term for "the set of meanings by which an object allows itself to be
understood and allows people to describe, remember, and relate to it." Visual identity is an integral part of
corporate image[1]. Corporate visual identity is the domain of designers, while corporate identity is the
domain of organisational theorists[2]. Since the 1960s, the main terms of visual identity include visual
identity[3], corporate visual identity [1,4- 6] and brand visual identity[7,8]. Defined as "all symbolic and graphic
elements that express the essence of an organisation or brand"[5,9], it can be considered a symbolic element in

ARTICLE INFO
Received: 20 August 2024 | Accepted: 4 September 2024 | Available online: 16 October2024

CITATION
Mengyao Y, Abidin SBZ, Shaari NB et al. Effects of brand visual identity on consumer attitude ：A Systematic Literature Review. Environment
and Social Psychology 2024; 9(9): 2983. doi: 10.59429/esp.v9i9.3041
COPYRIGHT
Copyright © 2024 by author(s). Environment and Social Psychology is published by Arts and Science Press Pte. Ltd. This is an Open Access
article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), permitting
distribution and reproduction in any medium, provided the original work is cited.
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 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

a corporate image portfolio[10]. Brand visual identity usually includes essential elements such as name, logo,
colour, typography, and slogan, which define the brand's overall visual style[6,10].
Most of the previous studies studied brand visual identity from the business management perspective
and expanded to the impact of visual identity on various fields. Examples include city branding[11], employee
satisfaction and building appearance[12], and the impact of visual identity on user-generated branding,
corporate branding, and destination branding[13,14]. Ensure cultural consistency[9] and visual consistency[15,16]
of the managed brand. Moreover, through the reshaping of visual identity, we can establish a good image for
companies and enterprises[17,18] and enhance corporate reputation[19].
In recent years, there has been a significant increase in research on brand visual identity, consumer
perception, and consumer attitudes[20,21]. as well as consumers' perceptions of visual identity form the
primary impression of the brand's visual image[21]. Numerous research papers discuss the perceptual fluency
of visual elements[22,23] elucidating how individuals perceive these elements and how this perception
influences consumer attitudes and brand development[24].
Research shows that visual identity is a critical factor in shaping consumers' attitudes towards a
company[25- 27]. Colour consistency helps establish brand associations[28] and affects consumers' brand
perception. Logos and slogans have a significant impact on consumers' attention and perceptions[29]. This is
especially true for strategically ambiguous slogans. Brand visual elements, such as logos and fonts, influence
brand recognition and consumer memory, thereby shaping consumers' attitudes towards the brand[30]. These
findings expand the understanding of the impact of visual identity on brands[31].
Brand visual identity shapes consumer perceptions, emotions, and behaviors. Elements such as brand
logo , colour[33], name[36], layout design[37], fonts[38], and other visual components have been proven to
[8,32]

significantly affect brand satisfaction[39,40], consumer attitudes such as loyalty[25,41,42], favorability[43], and
awareness[44], as well as purchase intentions[45] and social attitudes[46]. Understanding the impact of a brand's
visual identity on consumer attitudes is critical for marketers and brand managers to effectively manage[47]
and leverage these visual elements to create positive consumer experiences[44,48,49], and perceptions.
Previous research on organisational-level visual identity literature reviews and discusses the main
concepts, themes, and assumptions in organisational-level visual identity[50]. Therefore, this study aims to
gain an in-depth understanding of the impact of brand visual identity on consumer attitudes and behavioural
outcomes towards the brand through a systematic literature review. Based on the purpose of this study
related to BVI analysis, the following research questions were formulated:
 What are the preferences for elements of visual identity?
 What impact do visual identity elements have on consumer perception?
 What impact do visual identity elements have on consumer attitudes?

2. Materials and methods

Throughout the implementation of the systematic review, the Preferred Reporting Items for Systematic
Reviews (PRISMA) guidelines[51] were strictly followed. The PRISMA checklist can be found in the
Supplementary Online Materialsa. The present review is reported following the updated PRISMA statement,
and the review protocol has been registered in International Platform of Registered Systematic Review and
Meta-analysis Protocols.It consists of four consecutive steps: (1) identification, (2) screening, (3)
qualification, and (4) data capture[52]. 2.1 Search strategy; 2.2 Eligibility Criteria; 2.3 Data extraction; 2.4
Study quality assessment; 2.5 Methodological quality[53].

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2.1. Search strategy

On May 16, 2024, the authors used a comprehensive approach to search for articles related to our
research topic. First, we used four electronic databases, including Web of Sciences, ProQuest, Scopus, and
Elsevier, to conduct searches. The search strategy was based on recommendations from previous relevant
reviews[50] and was guided by experienced librarians and academics. We used the following terms and
operators for the abstract search: (brand visual identity OR Corporate visual identity OR visual identity OR
brand visual OR logo) AND (consumer perception OR Consumer cognition OR Consumer conception OR
Consumer experience OR consumer attitude OR perception OR attitude). The detailed search strategy can be
found in the Supplementary Online Materials (see Appendix B). To identify studies that might be included
in this systematic review, we carefully reviewed relevant review articles published before May 16, 2024. We
then extensively searched all identified articles, utilising Google Scholar and reference lists to ensure all
relevant articles were included[54]. In addition, we screened the reference lists of all identified articles for any
publications that the initial computer search failed to detect. We ensured comprehensive field coverage and
minimised possible biases and omissions[55].
2.2. Study selection
As shown in Figure 1, the database provides 538 documents, and we obtained another 21 papers
through references and Google Scholar. After uploading the search results to Zotero (version X3.8) citation
management software, duplicates were removed, leaving 525 unique records. All titles and abstracts obtained
through the search strategy for these records were reviewed for eligibility. Excluded were 403 documents
irrelevant to the design, review, meta-analysis, thesis, conference, experiment, meeting, patent book chapter,
etc., and incomplete English data. After excluding 59 articles that did not involve brand visual identity,
packaging, environmental design identity, or face visual recognition, we had 63 documents deemed suitable
for full-text review. After a thorough review of all texts, 37 documents that did not address visual design
perceptions, were not quantitative, and did not contain consumer attitudes and behaviours were excluded.
34studies based on brand visual identity elements and consumer attitudes were included in the final analysis.
A list of studies included in the systematic literature review can be found in the Supplementary Online
Materials（see Appendix C）.

2.3. Eligibility criteria

A total of five criteria were developed to identify relevant studies. To be included in the review, (1) the
article must be written in English (2) and published in a peer-reviewed academic journal; (3) the research
must have a visual design perspective; (4) the research must involve consumers as participants; and (5) the
research results should include measurement of outcome data on consumer attitudes or behaviours towards
the brand. The entire study excludes research objects that do not involve visual design and measurements
that are not from a consumer perspective.
2.4. Data extraction
The study selection process involves one author (M.Y) uploading the collected literature information to
the Zotero reference management software based on title, type, author, and year of publication. Duplicates
were removed by the author (M.Y, S.B.Z.A and Q.Y), and studies that dealt with different topics or were not
written in English were excluded, as well as conference abstracts, books, book chapters, pilot studies, or
papers not published in peer-reviewed journals. In addition, studies with insufficient reporting, unsupervised
measurement of technical skill performance, databases, or authors without access to the complete text were
also excluded. Subsequently, four independent authors (M.Y., S.B.Z.A, C.H., L.J. and Q.Y.）conducted an
in-depth review of the titles, abstracts, and entire text of the relevant articles, and any disagreements were
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resolved by consensus with the fifth author (N.B.S.) and noted full-text articles excluded and reasons for
exclusion. For data extraction, four reviewers (M.Y., S.B.Z.A, C.H., L.J. and Q.Y.) used Microsoft Excel
spreadsheets to retrieve data from each study, and a fifth reviewer (N.B.S) verified the accuracy of the data.

Figure 1. PRISMA flow diagram.

2.5. Quality assessment

The Joanna Briggs Institute critically appraised the collected studies[56], using a checklist to assess the
quality of the studies (see Table 1). List of Quality of the studies included in the systematic survey question
can be found in the Sup-plementary Online Materials（see Appendix D）. The Institute is an international
membership-based research and development organiation within the Faculty of Health Sciences at the
University of Adelaide[57]. Use the JBI Critical Assessment Checklist to assess the quality of the article. This
systematic review assessed the quality of the studies using ten questions, with possible answers to each
question being yes, no, unclear, or not applicable[58]. Additionally, explanations for each question are
provided to ensure an evaluation of the study.
Table 1. Quality of the studies included in the systematic survey.

Art
Year Authors Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
icle
[3] 2024 Andrade et al. Yes Yes Yes Yes Unclear Yes Unclear Unclear Yes Yes
[60] 2023 Song & Yang Yes Yes Yes Yes Yes Yes Unclear Yes Yes Yes
[61] 2023 R. Li et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[13] 2023 F. Li & Ma, Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[28] 2023 T. Chen et al. Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[62] 2023 Son & Williams, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[63] 2022 Y. Chen et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[64] 2022 Yu et al. Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[65] 2022 Roy & Attri, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

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[66] 2021 Vinitha et al. Yes Yes Yes Yes Yes Yes Yes Unclear Yes Yes
[67] 2021 Yao et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Septianto&
[68] 2021 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Paramita,
[69] 2021 Meiting & Hua, Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[41] 2021 Williams et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[70] 2021 Joana et al. Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[71] 2021 Koentjoro, Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[42] 2020 Rafiq et al. Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[72] 2020 Ward et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[73] 2019 Liu et al. Yes No Yes Yes Yes Unclear Yes Yes Yes Yes
[43] 2019 Chung & Kinsey, Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[74] 2019 Foroudi, Yes Yes Yes Yes Yes Yes Unclear Yes Yes Yes
[75] 2019 Rihn et al. Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
[23] 2019 Harmon-Kizer, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[25] 2019 Jin et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[76] 2019 Kaur & Kaur, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[77] 2018 Wen & Lurie, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Bresciani & Del
[78] 2017 Yes Yes Yes Yes Yes Yes Unclear Yes Yes Yes
Ponte,
van Grinsven &
[79] 2016 Yes Yes Yes Yes Yes Yes Unclear Unclear Yes Yes
Das,
[80] 2015) Machado et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[2] 2014 Foroudi et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[32] 2013 Muellner et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Cavanagh &
[81] 2013 Yes Yes Yes Yes Yes Yes Unclear Yes Yes Yes
Forestell,
[82] 2012 S. Lee et al. Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
[83] 2011 Hagtvedt, Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Table 1. (Continued).

2.6. Data items

A list of all 34 studies included in the SLR is shown in Fig. 1. The research analysis is divided into three
parts: general information (Article, Type of Study, Independent Variables, Mediating Variable, Dependent
Variables, Sample Population, Element)[59] (Table 2), research description (hypothesis or research question,
measurement items and data analysis methods)[55] (Table 3), as well as survey results and practical impacts
(survey results and conclusions related to brand visual identity and practical impacts on brand managers,
etc.)[59] (Table 4).
Table 2. General information related to studies included in the systematic literature review (SLR).

Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
Personality of Logo(shape)
Brand Visual Identity
[3] Survey Visual Elements Participant：127 typography
Personality (BP) （VI）
(POVE) color
Signage colour consumers
experim Dining Participant：24 English Brand color
[60] （SC） perceived (CP)
ent intentions (DI) university students Brand logo
Restaurant name Food tastiness

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Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
(RN) (FT)
Food
healthiness (FH)
psychological
brand
distance (PD)
premiumness( Participant1：120 Logo shape (angle,
Experi Perceived brand
[61] Logo shape（LS） BP) Participant2：200 circle,
ment status（PBS）
favorable Participant13：444 combination)
consumption
attitude (FA)
goals（GS）
Logo typeface Processing
（LT） fluency (PF)
Participant1a：263
Destination Need for
Chinese
Experi stereotype（DS） cognition (NFC) Travel
[13] Participant2a：228 typeface
ment -warm stereotype Attitude intention (TI)
Participant2b：197
（WS） towards
Participant3：300
-competent destination
stereotype (CS) （ATD）
Participant1：72（beijing
Perception of wuhan）
Logo's sincere Participant2：176
brand logo
Experim authenticity personality （beijing wuhan）
[28] naturalness Logo Naturalness
ent （POLA） perception Participant3：184 non-
（BLN）
Product Type （SPP） student
（PT） Participant4：216（17-55
years old）
color congruity(C) perceived attitude toward
Experim
[62] team identification sponsor support sponsor brand Participant：383 (MTurk) brand-color
ent
（TI） (PPS) （ATSB）
Participant1:120 (72 women,
48 men; 0age = 27.16 years,
Information 6' = 7.01, range = 18–40)
Processing attitude toward Participant2:120 (80 women
Experim Alignment logo Fluency (IPF) tourist and 40 men; 0age =24.12
[63] Typography logo
ent (AL) Personal need destination years, 6'=6.65, range=18–40)
for structure （ATTD） Participant3:120 (72 women,
（PNFS） 48 men; 0age =21.35 years,
6'=2.83, range=18–27)

Participant1a:52 university
students
letter case (LC) Participant1b：154
perceived perceptions
Experim product’s social university students
[64] conspicuousnes premiumness letter
ent visibility（PSV） Participant2a：270
s (PC) （PP）
Participant2b：253
Participant3：39
Participant4：108
[65] attitudes Participant1 :172（18 and
destination
towards 45 years）
familiarity
physimorphic logos destination （approximately 40
（DF）
Experim （PL） （ATD） respondents per cell; 45%
Processing logo
ent typographic logo visit intentions female; mean age = 32
fluency（PF）
(TL) （VI） years).
cognitive style
Participant2 :153 (approx.
（CS）
75 per cell; 47% female;

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Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
mean age = 31 years)
Participant3 : 262(46%
female; mean age = 33
years).
perceived
Biomorphic Visual Participant1：30 brand names
sustainability brand likability
Experim Identity （BVI ） undergraduates logo, taglines,
[66] (PS) （BL）
ent type of product Participant2：33 students imagery, and color
perceived PI
（TOP） Participant3：309 schemes
credibility (PI)
Participant1a：311
workers
Participant1b：233 adult
consumers
Perceived Participant2a ：149
Consumer power
Experim competence shape workers
[67] state (CPS) Logo Shape
ent and warmth preference (SP) Participant2b: 166
（PCAW） undergraduates
Participant3：288 workers
Participan4：112
Participant5：246
undergraduates
experiencing
Participant1：299 U.S
Experim Cute brand logo hope (EP) Brand attitude
[68] Participant2：200 U.S virtual brand logos
ent （CBL） potential （BA）
growth（PG）
gender
perception (GP) green
Experim Shape feature Participant：156
[69] Warm perceptiongg Logo Shape
ent （SF）
perception (GP)
(WP)
BL
Attitude
Brand Loyalty
Toward
and Repurchase Participant：494（M-
[41] Experim Logo Change Rebranding
Intentions Turk）193 women, 301 Logo
ent （LC） (ATR)
through Brand men ；18 and 44 years old
Logo
Attitude
Evaluation
(LE)
logo
masculinity
（LM）
logo femininity
Logo design affective
(LF) Logo
[70] Survey （LD） toward logo Participant：240
consumer’s Color
Logo color（LC） （ATL）
femininity (CF)
consumer’s
masculinity
(CM)
Logo intrinsic
Ministry
properties（LIP） Ministry brand
perceived Logo
[71] Survey Logo entrensic awareness Participant：200
quality
properties (LEP) （MBA）
（MPQ）

[42] Survey Logo shape redesign BA BL Participant：518 Color combination

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Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
（LSR） Repurchase Font size
intention Graphic icon
（RI）

Character
Logo
Logotype
brand identity
Competitive consumer Product form
[72] Survey element types Participant：26,755
Intensity (CI) memory (CM) Pack
（BIET）
Image on pack
Taglines
Colour

human touch
Experim handwritten consumer Participant： 185 U.S handwritten
[73] (HT)
ent typeface (HT) responses (CR) Participant： 191 U.S typeface
love
Bright Colors
（BC）
Living Creatures Brand Logo （ color 、
Participant：40
[43] Survey （WL） attractive Favorability living creatures 、
Perception （BF） Movement）
of Movement
(POM)
BA
Awareness of
Brand name
Brand signature consumers Brand
Typeface
[74] Survey (BS) （AOC） performance Participant：520
Design
BL Brand （BP）
Color
reputation
（BR）
valuation of
eco-labeled
consumer
Experi products Participant1：82 Text
[75] eco-labels behavior
ment (VOLP) Participant2：53 Logo
（CB）
visual attention
(VA)
Conceptual Fit
Brand Logo (CF) CRM
Participant：452(21-24
[23] Survey Recoloring Brand Logo Effectiveness Color
years old)
（BLR） Evaluation (CRME)
(BLE)
brand
association FGI:3 Color experts and 15
brand’s color (BA) brand loyalty college students Brand color
[25] Survey
identity（BCI） brand self- (BL) Participant：781（406
identification men and 375 women）
(BSIÅ)
Brand
Brand image
Personality (BP)
[76] Survey Brand logo（BL） (BI) Participant：816 logo
brand
familiarity (BF)
Uppercase Brand Product Participant1：127 U.S. Uppercase Brand
Experi gender benefit
[77] Names (UBN) Attitudes (PA) Participant2：172 name
ment (BG)
Lowercase Brand Purchase undergraduates Lowercase Brand

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Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
Names (LBN) Intentions (PI) Participants3：123female Name
Participant4：130 MTurk
Participant5：524
undergraduates
brand name logo
Experim customers' brand name
[78] （BN） attractiveness Participant：93
ent preference (CP) brand icon
brand icon（BI） （LA）
Participant1：68
(42.6% male, Mage ¼
brand
Brand logo 30.22, SDage ¼ 13.49,
Experi moderates’ recognition Brand logo
[79] complexity range: 16 – 60)
ment exposure (ME) （BR） complexity
（BLC） Participant2：164
BA
(38.5% men and 61.5%
women)
natural logo（NL） Participant1 :113 （18 and
abstract designs 60 years, M = 34.7，SD =
Experi (AD) emotional 9.6）
[80] logo
ment organic logo (OL) response (ER) Participant2 :107 （18 and
cultural designs 73 years, M = 37.6，SD =
(CD) 12.7）
Corporate logo Attitude
（CL） towards
-Corporate logo Advertisements
Corporate Logo
Name (CN) (ATA)
Image（CI） Name
Corporate logo Company
[2] Survey Corporate Participant：1352 Typeface
Typeface (ClT) Familiarity
Reputation Design
Corporate Logo （CF）
(CR) Color
Design（CLD） Company
Corporate Logo Recognizability
Color（CLC） (CR)
-Logo attravtiveness
（LA） Logo attitude
Logo complexity （LA）
(LC) brand
Experim brand loyalty
[32] Logo modernity Participant： 385 Logo
ent (BL)
appropriateness (BM)
(LA) brand attitude
Logo familiarity (BA)
（LF）
food choice
flavor
(FC) Participant :99(18 and 23
[81] survey Brand name（BN） perception (FP) Brand name
food intake years)
（FI）
students’ pre- country image
people’s evaluation
existing （CI） Participant：466
[82] Survey (PE) logo
knowledge visit country undergraduate students
（SEK） (VC)
Consumers Participant1： 206(1a ：
perceived 71, 1b：67 and 1c ：69,)
（PC） (44% men, Mage = 45
Experim incomplete typeface favorable
[83] -logo years) logo
ent logo（ITL） attitude（FA）
Interestingness Participant2：135
(LI) (Qualtrics panel: 59% men,
-logo clarity Mage = 46 years)

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Arti Type of Independent mediating Dependent

Sample Population Element
cle study variables variable variables
（LC） Participant3：120
(Qualtrics panel: 56% men,
Mage = 45)
Table 2. (Continued)

Table 3. Research specifications for the studies included in the systematic survey.

Arti
Hypotheses Measurement Items Data Analysis
cle
10 VI (a scale of 1 (most associable) to 5 (least
[3] / ANOVA
associable) )— 17tems
SC→ FT
SC →FH
Two-way analysis of
SC →DI
covariance
RN→ FT 12 tems（7-point semantic scale）FT) — 4tems； FH) — 5
[60] confirmatory factor
RN →FH tems； DI) — 3 tems
analysis
SC→ DI
PROCESS
FT →DI
FH →DI
14 items （7-point Likert scale）
LS→PD→BP（+） archival dataset analysis
[61] LS—3 items；BP—4 items；2items；PD—1 items
angular logo→ FA（+） one-way ANOVA
GS—4 items
LT match DS →ATD（+）
(WS) HT→ATD（+）
(CS) machine-written→ATD
（+）
LT and DS→DS（+）
Study 1a（7-point Likert scale） ATD—8 tems
(WS) HT→TI（+） variance analysis
Study 2a （9-point scale）LT—3 tems
[13] (CS) machine-written→TI conditional moderated
Study 2b（7-point Likert scale）ATD—8 tems
（+） mediation analysis
Study 3（7-point Likert scale ）ATD—6 tems
LT→PF→DS→TI
DS and LT →PF and
TAT→TI
DS and LT→PF→will be
stronger NFC (-) than NFC(+)
（high vs. low）BLN→BP
（+）
（high vs. low）BLN→SPP Study1 high BLN — 4 tems;low BLN — 4 tems
（+） Study2 high vs. low Correlation and BLN — 4 tems
one-way ANOVA
[28] （high vs. low）BLN→PT Study3（high vs. low）BLN and PT (natural vs. human-
mediation analysis
(natural vs. human-made) made) — 4 tems
→BP（+） Study4 BL and PT naturalness— 4 tems
（high vs. low）BLN
→LA→PT →SPP（+）
CC→ATSB（+） Study1-3 TI (7-point Likert scale)— 4 tems
CC→PPS（+） PPS (7-point Likert scale）— 3 tems
PPS→ATSB（+） CC (7-point Likert scale）— 2 tems CFA
[62]
CC→ PPS→ATSB（+） ATSB (seven-point semantic)— 3 tems PROCESS
TI→CC→PPS
TI→CC→ATSB

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Arti
Hypotheses Measurement Items Data Analysis
cle
AL→ATTD（+）
AL→PNFS→ATTD
[63] Study1-3 ATTD (9-point Likert scale）— 20 tems ANOVA
PNFS→ATTD（+）
AL→IPF→ATTD
Uppercase brand names
Study 1a arget —7tems and attribute stimuli—5 tems
（ UBN）
Study 1b PP—5 tems；
→PC（+）→PP（+）
Study 2a （7-point Likert scale）PP—11 tems one-way ANOVA
[64] PSV→ LC→PC
Study 2b（7-point Likert scale）PP—4 tems meta-analysis
UBN→conspicuous
Study 3 （nine-point scale）PP—4 tems
perceptions (CP) （+）→PP
Study 4（7-point Likert scale）PP—3 tems
（-）
PL → TL→ ATD and VI Study1: (5-point Likert scale) ATD— 4tems； VI— 4tems
PL→ DF→ ATD and VI Study2: （five-point semantic differential scales）PF—
[65] MANOVA
PL→ PF→ ATD and VI 5tems
CS→ PF→ ATD and VI Study2: (7-point Likert scale) AD and VI— 6tems
8 items（7-point semantically differential HED-UT scale）
BVI→ PS→ BL（+）
Study 1 consumers’ hedonic and utilitarian attitudes— 4-
BVI→ PS→PI（+）
items ANCOVA
[66] BVI→ PC→ BL（+）
Study 2（7-point Likert scale） PC— 6 items；PS—3 Mediation analyses
BVI→ PC→PI（+）
items
TOP→BL、PI
Study 3 （7-point Likert scale）BL—3 items；PI—1 item
Consumers experiencing
（7-point Likert scale）
higher power respond
Study 1 general sense of power—8 items
differently to angular vs. ANOVA
[67] Study 2 abjective social status—3 items
rounded shapes. Mediation analyses
Study 3 sense of power—3 items
PCAW play a mediating role
Study 4 5 characteristic—3 items
between CPS and SP
CBL→ EP→BA 7items（7-point Likert scale） two-way ANOVA
[68]
CBL→ PG→BA EP — 4 items；BA — 3 items Mediation analyses
SF→GP
SF→GP→GP （7-point Likert scale）
[69] regression analysis
SF→WP→GP GP—1 item
SF→GP→WP→GP
LC→ BL
(7-point Likert scale）
[41] LC→LE →BL ANCOVA
LC— 3tems；ATR— 4tems；BL— 4 tems；
LC →ATR →BL PROCESS
LE（7-point semantic scale）— 5 tems
LC →ATR →LE
LD→ CM
LD→ CF
LC →CM 28 tems (7-point Likert scale）
LC →CF LM — 6 tems CFA
LD combination LC →LM LF — 6 tems MANOVA
[70]
LD combination LC→ LF CF — 5 tems SEM
BL→LM →ATL (+) CF — 5 tems AMOS.
BL→LF →ATL (+) ATL— 6 tems
CF→ LF →ATL
CM→ LM→ATL
LIP and LEP positively (7-point Likert scale）
Linear Regression
[71] correlated
analysis
LIP and MBA positively LK — 4 tems

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Arti
Hypotheses Measurement Items Data Analysis
cle
correlated. BA — 4 tems
LEP and MBA（positively PQ — 2 tems
correlated MBA — 7 tems
LIP and MPQ positively
correlated.
LEP and MPQ positively
correlated.
MBA and MPQ positively
correlated
LSR →BA（+）
LSR→ BL（+） tems (7-point Likert scale）
LSR→ RI（+） BA — 5 tems Mediation Analysis
[42] BA→BL（+） BL — 3 tems Analysis of Structural
BA→RI（+） RI — 3 tems Model
LSR →BA →BL（+） LSR — 13 tems
LSR→ BA →RI（+）
drawing on over 60 different studies in 19 countries, across
BI→ET→CI RSD
[72] 13 categories and including over 1200 individual
BIET→CI →CM HHI
measurements of brand identity element uniqueness.
HT→ HT →love → CR 15 items（7-point Likert scale） two-way ANOVA
[73]
HT→CR（+） HT—5 items；CR—7 items；Love—3 items Mediation analyses
BC →attractive→BF（+） 9 items（ most unappealing [− 5] and most appealing [5] correlation and factor
[43] WL →attractive→BF（+） scale） analysis. (CFA)
POM →attractive→BF（+） BC—3 items；WL—3 items；POM—3 items SEM
BS、BL→BA
association and belief
→BR→BA 77 tems（7-point Likert scale）
EFA
[74] BN、BL→AOC BN—10 tems;BL—23 tems;BA—8 tems
CFA
BA→BR BA—13 tems; BR—9 tems; BP—14tems
BA→BA
BR→BP
logos → VA（+）
6 tems（7-point Likert scale）
graphic (logo) more than text
[75] eco-label—3 tems Econometric analysis
more than VA to the eco-label
VA—3 tems
text→utility and WTP (+)
Attitude ad（5-point semantic differential scale— 5 tems
BLR、CF→CRME BA (7-point semantic) — 3 tems
BLR、CF →BLE→CRME Partnership credibility ( 7-point scale) — 3 tems MANOVA
[23]
stronger for high fit brands BLE（7-point Likert scale）— 5 tems
than low fit brands. PI (7-point semantic scale) — 3 tems
CF (7-point semantic scale)— 3 tems
Descriptive analysis
BCI→ BA (+) BCI — 20tems
EFA
[25] BA →BSI (+) CBL（ CI 、BA、BA: brand attribution、 BB: brand
factor analysis
BSI →CBL (+) benefit; BSI、 CBL） — 6tems
SEM
BL→ BP (+) 42 tems (7-point semantic scale) (3 brands)
BL→ BI (+) BL —11tems
SEM
[76] BL →BF (+) BP — 19tems
BF →BI (+) BI — 7tems
BL→BP→BI (+) BF — 5tems

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Arti
Hypotheses Measurement Items Data Analysis
cle
BL→BF →BI (+)
Study 1 Participants were randomly assigned to two groups
and randomly selected gender.
logistic regression
Study2 17 items（ nine-point scales）
UBN→ (BG)→PA （+） ANOVA
gendered brand personality scale—12 items
[77] LBN←→GB→PI（+） GLM repeated measures
brand friendliness-authority scale—5 items
analysis
Study 3 （seven-point scales）attitudes—4 items
Study 4 （seven-point scales）Attitudes—3 items
Study 5 （seven-point scales）Attitudes—3 items
How do clients describe the
Study1: The 15 logos are divided into two groups for cluster
characteristics of the logo?
[78] classification. Cluster analysis
logo typology→LO
Study2：30 tems
logo color→LO
Study1:6 BL and 4ME (7-point semantic scale) — 1 tem
BLC→ME(+)→BR(+)
[79] Study2: BR (4-point recognition scale) Comparative analysis
MB→LC→ BR
BA (7-point Likert scale) — 3 tems
OL greater than affect CD.
NL OL greater than affect
[80] AD. VI— 11ems MANOVA
Females OMales CD age
NL(+)
CLN →CL (+)
CLT→ CL (+)
CLD →CL (+)
CLC→ CL (+)
CL → CI (+) 61 tems (7-point Likert scale) EFA
CI →CR (+) CL — 15tems; CLT — 8tems; CLD — 9tems; CLN — SEM
[2]
CL →ATA (+) 10tems; CI — 5tems; CR— 8tems; CAD — 10tems CFA
ATA→ CI (+)
CL→ CF (+)
CF →ATA (+)
CL→ CR (+)
CR →CI (+)
BL→LA→BA→BL 26 items（7-point Likert scale） ANCOVA
[32] BL→LA→BM→BL BA—3 items；BM—6 items；BF—2 items；BL—5 items. tructural equation model
BL→LA→BM→BA→BL LA—3 items；LF—2 items；LC—2 items；LA—3 items Comparative analysis
BN→ FI →FP 14tems (7-point Likert scale) VAS — 3tems ； TFEQ — ANOVA
[81]
BN→FC →FP 3tems；BESC— 8tems ANCOVA
PE→ SPK→ CI 8 tems(5-point Likert scale);BL—3tems;CI—1 tem;PE—
[82]
PE→SPK → VC 6tems; SPK—2tems
ITL→ PC
ITL→ LI →PC Study1: (7-point semantic scale) (3 brands) BA — 3tems
[83] ITL→ LC Study2: (7-point Likert scale) BA — 2tems NOVA
ITL →LC→ LC Study3: (7-point Likert scale) BA — 5tems
ITL vs. TL→BA
Table 3. (Continued)

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Table 4. General findings and managerial implications for the studies included in the systematic survey.

Article Findings Related to BVI BVI Managerial Implications

The proposed framework effectively generates the desired Brand design plays a crucial role in shaping brand
brand personality perception based on the visual identity personality perception, even before consumers can
[3] elements. deepen their knowledge about a brand through any other
type of engagement with it.

The colour of signage significantly impacts consumers' Restaurants can manipulate outdoor signage to enhance
perceptions of food healthiness and purchase intentions, consumers' perceptions of food healthiness, tastiness, and
while the restaurant name significantly influences these purchase intentions.
intentions. Ethnic restaurants are advised to incorporate the national
The significant role of national colour in influencing symbol into their names to boost consumer interest in
[60]
consumer perception and behaviour within the ethnic dining.
restaurant industry. Restaurants can manipulate outdoor signage to enhance
This study reveals two interaction effects of signage colour consumers' perceptions of food healthiness and dining
and restaurant name on consumers’ perceptions of food intentions.
healthiness and dining intentions.
The logo shape significantly influences consumers' An angular brand logo can enhance consumers'
perception of a product's suitability based on its perceived perception of brand status by extending their
[61] brand premiumness. psychological distance from the masses.
an angular (vs. circular) brand logo increases the perceived
premiumness of a brand.
The congruity effect between logo typeface and destination DMOs should acknowledge the role of the destination
stereotype was influenced by tourists' cognitive needs. logo.
A potential tourist's high cognitive needs can mitigate the DMOs can create logos in machine- and handwritten
[13]
congruity effect, thereby moderating their cognitive needs. typefaces for tourists with competence or warmth
stereotypes, considering cultural differences in
destination stereotypes.
Natural and representative logos are more memorable than When logo authenticity perception is crucial to
those with abstract design elements. consumers' brand expectations, it is advisable to prioritise
The naturalness of brand logos significantly influences high natural logos.
[28]
consumers' perceptions of brand personality, as they Brand managers should choose logos with naturalness
naturally create brand-related images through logo levels according to product type.
perception and association. well-established firms to occasionally modify their logos.
The team-coloured sponsor logo on the jersey positively A jersey sponsor with low brand awareness can benefit
impacted perceived sponsor support and attitude towards from creating brand-colour congruity.
the sponsor. Low-profile brands, like local ones, should focus on
Visual congruity, like other types of congruity, can be brand-colour congruity to receive more positive feedback
[62]
advantageous for favourable sponsorship responses, from fans.
indicating that congruity can be intentionally created. A team jersey is a highly valued iconic symbol among
sports enthusiasts.

Consumers' cognitive tendencies align with processing Tourist attractions should design logos in a specific order
methods when a logo in the form of ILTR is viewed, to align with consumer reading order and information-
leading to a more positive attitude towards the tourist processing mode.
destination. Tourist attractions can influence consumers' information
[63]
The horizontal alignment of images and text in a tourism processing fluency by altering the visual effects and
logo significantly influences consumers' attitudes towards presentation forms of tourism logos.
the destination, largely due to the fluency of information
processing.
Consumers tend to prefer more capitalised brands for Our findings provide practical instructions for brand
status motivations rather than saving money. designers and marketers in brand letter case selection.
[64]
Letter cases can strengthen consumers’ purchase intentions Retailers should also consider product type when
and brand choices through premiumness inferences. selecting brand letter cases.
The physimorphic logos possesses elements that serve as For the destination marketer, it would be a safer bet to
[65]
cues, influencing the formation of more favourable market a destination using a physimorphic logo against a

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Article Findings Related to BVI BVI Managerial Implications

attitudes and visit intentions. typographic/regular logo.
Higher processing fluency is linked to a positive attitude A marketer may be able to achieve a higher impact on the
towards advertisements. prospective tourist with less exposure while using a
The study found that physimorphic logos had a higher physimorphic logo.
intention to visit compared to typographic logos, The marketer may design the logo in such a manner that
moderating influenced by cognitive styles (visualizers vs. the logo has some textual information to cater to both
verbalizers). visualizers and verbalizers.
BVI leads to positive brand outcomes, such as purchase Managers need to realise that simply following
intentions and brand likability. sustainable practices may not be adequate;
Biophilic appeals increase brands’ perceived authenticity. BVI is expected to lead to long-lasting attitudinal shifts in
Product type (hedonic vs. utilitarian) does not have a consumer behaviour, influenced by perceived
[66] significant impact on BVI’s influence on perceived sustainability and credibility.
sustainability and credibility.
The type of product (hedonic vs. utilitarian) does not
significantly influence the perceived sustainability and
credibility of BVI.
Consumers in different power states respond differently to Marketers can segment consumers based on their sense of
angular and rounded shapes. power, shifting their current state of power based on their
[67] Consumers with higher power-value competence tend to product and brand characteristics.
prefer angular shapes over rounded ones due to lower The angular shape reflects more on competence, while
power value competence over warmth. rounded shape reflects more on warmth.
The cute logo as having higher levels of cuteness than the The importance of brands and companies communicating
non-cute logo their potential to grow and develop to their consumers.
[68] Participants in the hope condition reported a more They should pair such cute appeals with the emotion of
favourable attitude towards a brand with a cute hope in which they can elicit using advertising messages.
appearance, but not in the happiness condition.
Aounded logos are considered warmer, more feminine, and Green companies can prioritise rounded brand logos
more appropriate for green brands than angular logos. when selecting a logo shape.
The shape of brand logos indirectly influences consumers' The strategy of using shape to convey indirect meanings
green perception through gender perception, but through can be widely used for international brands.
[69] multiple mediation effects of gender perception and warm Marketers should select distinctive shapes for brand logos
perception. to showcase greenness to different types of companies,
Aounded brand logos are more appropriate for green consumers, and products.
brands. For low-involvement green products, using brand logos
to convey greenness can be especially effective.
Respondents' attitudes towards rebranding significantly Sport marketers need to comprehend the distinct
influenced the relationship between logo change and brand characteristics and effects of both evolutionary and
loyalty. revolutionary rebranding.
Logo change significantly influenced logo evaluation, Revolutionary rebranding is a strategy that involves a
while logo evaluation was a significant predictor of brand complete logo redesign, often being more suitable for
[41] loyalty. brands with low brand equity or undergoing management
Attitude towards rebranding would mediate the or personnel changes.
relationship between logo change and logo evaluation, as Sport organisations should involve their fans in the
well as the relationship between logo change and brand rebranding process, or at least seek their feedback.
loyalty.
Colour modification significantly influenced the brand
loyalty of the fans with a negative rebranding attitude.
The colour plays a significant role in shaping brand gender Characters, logos, and logotypes offer the best chance to
perceptions, with dark blue logos indicating masculinity create distinctive associations, while colours are more
and light pink logos indicating femininity, emphasising the likely to be shared with competitors.
brand's visual identity. To achieve their desired brand gender positioning, brands
[70]
Logos with a clear brand gender positioning trigger a more should design their logos using appropriate gender cues.
favourable affective response.
The use of cultural logo designs enhances masculinity
perceptions, and the use of organic logo designs effectively

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Article Findings Related to BVI BVI Managerial Implications

shapes femininity perceptions.
The Ministry's statements during the launch of the new This research provides a basis from a managerial
logo confirmed its effectiveness in fulfilling its function. perspective for practitioners in using visual
A logo can have a positive influence on brand awareness communication to manage how their message can be
and the public's perception of its quality. viewed.
[71]
Government institutions should utilise branding efforts to
enhance their internal identity, promote long-term social
goals, and enhance their brand image, rather than for
promotion purposes.
The brand’s attitude had a strong, optimistic impact on The logo redesign has been positively reacted to by
brand loyalty. weakly loyal customers, requiring a more complex
The significant positive impact of the brand attitude, as strategy to appeal to both classes.
[42]
opposed to our hypothesis, mediates between logo shape Marketers should prioritise perceived quality, emotions,
redesign and repurchase intention. moods, and emotions, while also focusing on the value
proposition of any product.
The logotype, which includes typeface, colour, and Characters, logos and logotypes provide the best
pictogram, can enhance a brand's identity and perceptual opportunity to develop unique associations, whilst
fluency. colours are significantly more likely to be shared with
Based on the HHI* values, character, logo, and logotype competitors.
[72]
have the highest average concentration of uniqueness. The HHI offers a practical measure to assess the
Colour, with its low uniqueness concentration and high uniqueness potential of brand identity elements, which
within-type variation, is the most challenging element to could guide brand managers in their selection.
obtain on average.
Handwritten typeface evokes human associations and The study offers crucial managerial insights on marketing
perceptions of love and passion in menu dishes, boosting healthy restaurant brands effectively through visual
[73] consumer responses to the restaurant brand. design and menu psychology.
The handwritten typeface effect extends to social media Handwritten typefaces can provide brands with similar
engagement based on the notion of “social reciprocity.” advantages in marketing communications.
People preferred logos that use bright colours, such as The study's findings offer crucial insights for managers in
yellow, pink, or blue. designing, selecting, or modifying logos.
The logos were preferred to feature living creatures like
[43]
birds, giraffes, or elephants.
People preferred logos that suggested dynamic movement.
The three factors greatly affect the favorability of logos.
Consumers' perceptions of a brand's favourable signature This study may provide actionable guidelines for
significantly influence their brand awareness, increasing international tourism practitioners.
the recognizability and familiarity of products and The emotional aspect of a brand signature is crucial for
services. corporate identity, rather than solely focusing on fashion
[74] The brand name's construct has the most significant and modernity.
influence on consumers' perceptions, followed by design, Consumers’ attitudes towards brands have a positive
typeface, and colour. impact on their perceptions of brand reputation.
A comprehensive understanding of the concept of the
‘favourable brand signature’ and its consequences
Logos capture more visual attention than text eco-labels. Investing in a recognisable logo that attracts visual
Additional visual attention to the logos increases attention is critical to improving consumer valuation of
participants’ bids, while visual attention to the text the products.
decreases their bids. Firms can benefit from utilising eco-labels that are
[75] already well-established and positively perceived in other
product categories.
The importance of branding and promoting eco-labels lies
in enhancing consumer and firm awareness of these eco-
labels.
Previous research indicates that brands with high Brand managers can enhance their brand and cause
[23] conceptual congruence tend to have enhanced attitudes. attitudes by enhancing conceptual and perceptual
The firm’s reputation may be damaged if the partnership is alignment with the cause.

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Article Findings Related to BVI BVI Managerial Implications

perceived as being as extremely incongruent; establishing Marketers can exploit negative perceptions of brands that
perceptual congruence is not successful. lack conceptual coherence.
Colour identity significantly impacts brand attitude, A company's brand trust can be achieved through a
surpassing brand attribution or benefit, as it significantly consistent presentation of its colour and image.
influences the formation of brand attitudes. A company's brand trust can be achieved through a
Brand associations may enhance brand self-identification, consistent presentation of its colour and image.
be influenced by brand attribution, benefit, and attitude, Corporate brand colour identity, including logos,
[25] and positively impact corporate brand loyalty. trademarks, symbols, and products, significantly
Progressiveness, oriental beauty, and fashionableness, influences brand differentiation and competitive
which are sub-factors of airline colour identity, advantage.
Brand managers should focus on creating authentic and
ideal consumer identities, including programmes that
maintain brand loyalty.
The study emphasises the significance of a brand logo in Managers can enhance brand image by incorporating
enhancing its brand image, with brand personality logos, personality dimensions, and brand familiarity to
dimensions and brand familiarity playing a significant role. create a strong brand identity.
We confirm and extend these studies by exhibiting that This study provides managerial insights for graphic
brand logos positively influence brand personality designers and design makers to understand consumer
[76] dimensions (except competence). perceptions of a brand logo.
This study shows the mediating role of brand personality Managers are responsible for designing promotional
dimensions and brand familiarity in the relationship strategies and brand communication to ensure the desired
between brand logo and brand image. brand personality.
Managers should make efforts to improve their
familiarity with the brand.
Lowercase brand names are associated with feminine This study enhances marketing practice by demonstrating
traits, while uppercase brand names are associated with the impact of brand cases on consumer attitudes and
masculine traits. intentions.
[77]
The greater congruity between brand case and the gender The study enhances the comprehension of brand gender
of consumption benefits increases product evaluations and and brand personality.
purchase intentions.
The study confirms the significant impact of logo colour We propose a straightforward method for entrepreneurs,
on brand perception. managers, and logo designers to enhance the appeal of
Customers value secondary logo design characteristics their new logos by incorporating both an icon and the
[78]
such as outline, shape, letter composition, and abstract brand name.
versus descriptive logos, in addition to colour and design
elements.
Well-established brand logos are recognised faster than Brand recognition through brand logos is a crucial
less-established brand logos when logo design is not component of market success.
considered. Graphic designers simplify brand logos by reducing the
Well-established logos: here, complex logos were faster number of colours, lines, and shapes.
[79] recognised than simple logos. For a company to introduce a new product or brand
Exposure led to an increase in brand recognition for through a sustainable advertising campaign, complex
complex brand logos but not for simple brand logos. brand logos are recommended.
Complex brand logos are recognised faster than simple
brand logos.
The study found no significant differences between male Managers are advised to opt for logos with natural
and female respondents in any dimensions, except for the designs for maximum positive impact.
known organic logos. The chosen logo design can significantly replace brand
The study suggests a potential positive correlation between awareness, a crucial source of brand equity, at no cost to
[80] age and a person's perception of logos, especially in the firm.
relation to cultural designs.
Age may positively correlate with affect towards various
logo categories, with individuals exhibiting greater affect
towards various logo designs as they age.
[2] The corporate logo serves as a powerful marketing tool, The company prioritises its corporate logo in its efforts to

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Article Findings Related to BVI BVI Managerial Implications

fostering strong perception-based relationships with establish a positive corporate image and reputation.
consumers across various demographics. The study aims to comprehend the intricate connection
There is no mediation or indirect effect between the between a favourable corporate logo and its antecedents,
corporate logo and corporate image. including corporate name, typeface, and design, from the
The construct of the corporate name has the greatest consumer's perspective.
influence, followed by design and then typeface due to this Managers strive to create favourable and reliable
fact. communication of their corporate identity to the market.
Higher brand modernity when respondents evaluate the Logo familiarity and attractiveness may be of utmost
new logo rather than the old version. importance for brand managers.
Respondents show a higher attitude towards the new logo Companies can offer a price premium to their loyal
compared to the old version. customers, thereby enhancing their advertising efficiency.
[32]
The attitude towards a logo is significantly influenced by Managers should focus on the perceived modernity of
its attractiveness and familiarity. their brand.
Logo attitude positively influences brand modernity and
brand attitude.
Brand names influence flavour perception and predict food /
intake.
[81]
Participants rated the food with the healthful label as
having a better taste and flavour.
People's evaluation of the country’s logos significantly The research aims to explore how people's perceptions of
impacts their image of the country, even after accounting a country's image influence their intention to visit the
for pre-existing knowledge and attitudes. country, considering pre-existing knowledge and
[82]
The research aims to explore how people's perceptions of a attitudes.
country's image influence their intention to visit the
country, considering pre-existing knowledge and attitudes.
Logo interest and clarity mediate the impact of incomplete Managers should avoid incomplete typeface logos to
typeface logos on perceived firm innovativeness and create a trustworthy firm perception.
trustworthiness, respectively. Managers of firms with incomplete typeface logos may
[83]
intentionally use advertising copy and promotional
materials to encourage a pro-motion focus in their
consumers.

Table 4. (Continued)

3. Results
A list of all 34 studies included in the SLR is provided in Supplementary Table S1. This section is
divided into three subsections: General details and study design – Section 3.1; Validated research hypotheses
and data analysis – Section 3.2; Results and managerial implications – Section 3.3
3.1. General details and study design
This SLR includes 34 studies published from 2011 to 2024. Table 3 lists the authors' general
information on publication year, research tools, research methods, independent variables, mediating and
dependent variables, sample population, and visual identification elements. There will be six items in 2019
and five items in 2023, which is the largest number. In terms of research methods, there are 13 surveys and
21 experiments. Study samples ranged from 25[26] to 26,755 respondents[72]. The distribution of sample sizes
included less than 200 respondents (8 studies), 200-300 respondents (3 studies), 300-400 respondents (4
studies), 400-500 respondents’ respondents (7 studies), 500-1000 respondents (8 studies), and over 1000
respondents (4 studies).
One of the independent variables is the consumer power state[67], and the other 33 items are visual
recognition elements. Twelve of the studies include logo(shape)[3,82], typography, colour[62], typeface[73],
taglines[72], imagery[66], Graphic icon[84], and two other items. Scholars have conducted research on the visual
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identity elements mentioned above. Twenty-two studies on the characteristics of single visual recognition
elements, including studies on logo shape (angle, circle)[61,69], complexity[79], naturalness[28], combination[65],
and redesign[23] There are a maximum of 15 items. This is followed by research on brand colour
perception[62], and association[25].
Intermediate variables are more related to consumer perception, such as perceived deliciousness and
health of food[26], brand status[61], sense of authenticity[28], perceived conspicuousness[64], perceived
sustainability, perceived credibility[66], competition and warmth[67], brand gender[[63,69,70,77], interestingness
and clarity[83], etc., which also involve consumers' processing fluency of visual recognition[13],[65], etc. The
dependent variable is mainly about consumers' attitudes towards the brand[41,62,63,65,68,77,85],favourable[61] brand
loyalty[32], attractiveness[84], likability[66] , and other emotional reactions[80], as well as consumer
preferences[19,67] or purchase intention[42], and behaviour[75].
3.2. Validated research hypotheses and data analysis
Table 4 lists the research specifications for the studies in the SLR, including the hypotheses or research
questions, the items studied, and the data analysis. To test the hypotheses, the number of research hypotheses
ranges from 2 to 13, including factors/variables that directly or indirectly influence consumer attitudes
towards the brand. Likert scales (32 studies) were used, and most experimental methods will use various
methods. For example, a 5-point Likert scale (3 studies), a 7-point Likert scale (25 studies), or a 2-point
Likert scale (2 studies). At the same time, a small amount of research involves a 7-point semantic scale, a 5-
point semantic differential scale, and a scale of 1 (most associable) to 5 (least associable). Depending on the
study's research method and purpose, the tested items range from 1 study to 77 items.
Considering statistical methods, 16 studies used one-way or two-way ANOVA. Six studies used
confirmatory factor analysis (CFA) and structural equation modelling (SEM). A specific study of the name
(Chinese), font (ClT), design (CLD), and colour (CLC) of the corporate logo of HSBC's visual identity
elements is conducted through the intermediate variables attitude towards advertising (ATA), company
familiarity ( CF), company awareness (CR) , and affect on corporate image (CI) and corporate reputation
(CR) .[2] Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and SEM (Structural
Equation Modelling) were used for the research results. Statistical analysis and comparison of individually
studied visual identity elements and consumer attitudes.
3.3. Findings and practical implications
Table 3 presents the findings and conclusions related to BVI, consumer perceptions and attitudes
towards visual identity elements, and brand managers' actual impact. Conclusions Factors influencing BVI
consumer perceptions and attitudes towards brand visual elements. Only one study did not contain actual
recommendations.

4. Discussion
4.1. Brand visual identity element preference
First, consumers often have clear preferences for specific visual design elements that influence their
opinions and choices[86]. Research indicates that consumers are more likely to embrace biomorphic symbols
such as birds, giraffes, or elephants[66]. Natural logos are often preferred over abstract logos. Logos
conveying a sense of dynamic movement are more likely to attract consumers' attention[87]. Additionally, the
location and size of logos on packaging and mobile media have an impact on consumer preferences[88].
Consumers prefer stronger brands when the logo is in a higher position; when the logo is in a lower position,
consumers prefer weaker brands[89]. However, consumer preferences for logos may vary due to cultural
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differences, with consumers in different regions having different preferences for design elements[86]. For
example, Asian consumers prefer round brand logos and consider graphics with round elements to be good,
beautiful, sturdy, and robust[90], whereas Americans prefer angular logos[91]. Research shows that the
variation in roundness and angularity in logo design affects consumer preferences[92].
Secondly, colour is critical to consumers' product or brand evaluation and decision-making[27].
Consumers' preference for brand colours is affected by various factors such as brand identity, emotional
attachment, and cultural cognition[94]. Brand colour selection is crucial in shaping your brand image and
establishing brand associations in the minds of consumers. The choice of colour affects brand and corporate
image, which in turn affects consumer perceptions and preferences[95-97]. Colour saturation is related to
customer intimacy and brand image enhancement[98]. Consumers' evaluations of color combinations are
affected by self-interpretation, reflecting how personal self-perception affects color preferences and product
evaluations[99]. Therefore, consumers use colour cues to evaluate products and make decisions because
colour has the core intrinsic meaning of the brand identity[93]. Consumers from different cultures have
different preferences for colour[23,100]. For example, consumers in ethnic restaurants are more likely to choose
to use bright colours, and the brand colour should be consistent with the brand positioning[15,101]. For example,
McDonald's yellow gives people a happy and fashionable feeling[25].
Finally, simplicity, symmetry, organic forms, colour selection, and shape consistency influence
consumer preferences for layout design. Consumers prefer simple, symmetrical, uniform, and well-
proportioned designs[102]. Consistency among brand elements can have an impact on brand effectiveness[61].
Consumers are more likely to choose brands that align with their self-concept and have symbolic meanings
consistent with their identity[103]. Furthermore, semantic brand names increase sales compared to
alphanumeric names, while phonetic names result in lower sales[104]. Sometimes, consumers mistake foreign
brands for domestic ones, resulting in increased preferences. Factors such as the origin of the brand[105],
brand names in different languages[106], types of brand names[104], semantic and phonetic features of the brand
name[107], consumer experience[94], and brand familiarity[100] will influence consumer preferences.
In summary, consumers' visual identity preferences are affected by various factors such as design
elements[108], income level[109], brand awareness[9], cultural differences[3,101], advertising, and brand equity.
Understanding these preferences is crucial for companies looking to create a visual identity that resonates
with their target audience and positively impacts brand perception.
4.2. Brand visual identity and consumer perception
Factors such as fluency, brand quality, personality, and emotion closely influence consumer perception.
Research has demonstrated that the ease of processing information, known as perceptual fluency, positively
influences brand evaluations[24]. This means that when consumers find it easy to process a brand's visual
information, they are more likely to hold a favourable attitude towards it[111]. Brand personality is another
critical factor influencing consumer perception. Research shows that brand personality traits such as maturity,
excitement, trustworthiness, and sincerity can significantly affect consumers' perceptions of the
brand[28,112,113]. In addition, the congruence between consumers' self-image and brand personality also affects
brand attitude and loyalty[114].
The style and style of brand visual elements have a significant impact on consumer perception[7,105].
Visual identification helps consumers perceive brand masculinity, femininity, consumer preference, and
brand equity[116]. The impact of natural signs on brand personality perception has become a research topic,
expanding the research on the visual presentation of brand logos in consumers' brand personality
perception[28]. Natural signs are more popular than abstract signs, significantly affecting consumers'

20
 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

emotional responses[80]. The shape of a logo plays a vital role in consumer perception, with angular logos
conveying hardness and durability, while rounded logos evoke feelings of softness and comfort[80]: logo
familiarity and color preference influence brand recall and consumer perception. Furthermore, brand colors
influence consumer behavior and brand associations[25]. The rational use of color can highlight product
attributes, shape brand image, enhance brand memory, and influence consumer perception[117,118].
Studies have shown that brand name cases (e.g., uppercase or lowercase)[77] and font semantic
associations enhance memorability and consumer perception[30]. Handwritten fonts have enhanced consumer
perceptions of healthy restaurant brands[73]. The visual component of the brand system has a more significant
impact on Asian consumers than on American consumers, emphasising cultural differences in consumer
perception[102].
4.3. Visual identity and consumer attitude
Visual identity plays a vital role in shaping consumer attitudes and behaviours. Research shows that
consumers from different cultural backgrounds have different views on a company's visual image, directly
affecting their satisfaction[119]. Corporate logos, including elements such as name, colour, and design,
significantly impact consumer attitudes towards corporate reputation and image[120]. Consumers' aesthetic
responses to a brand or product are influenced by their ability to understand the meaning of the design, which
enhances visual appeal[121]. Visual aesthetics influence consumer perspectives in a variety of ways[122-124]. In
addition, the visual design of marketing communications, such as layout and colour schemes, can also
influence consumers' perceptions of organisations and joint innovation efforts[125]. Consumers evaluate
companies and brands based on their attitudes towards organisational logos, colours, and names [95,126].
Visual identity elements, such as shape, color, and font type, significantly impact consumers' perception
of the healthiness of the product, the high-end perception of the brand, and the shaping of the brand image.
Brand visual elements can uniquely identify a brand and influence consumers' perceptions of brand
personality[28]. Flattening or modernising a logo design can affect consumers' perceptions of the brand image,
affecting brand attitudes and updates[127]. Design elements of a logo, such as naturalness, can also
significantly influence consumers' emotional responses and preferences[80]. The descriptive characteristics of
a logo can influence consumer responses, especially those unfamiliar with the brand[128]. Flattening or
modernising a logo design can affect consumers' perceptions of the brand image, affecting brand attitudes
and updates[129]. Cultural elements embedded in brand logos can influence purchase intentions, whereas
consumers' ethnocentrism and familiarity can influence brand preferences[130]. Graphic symmetry and colour
can also affect consumer judgement and brand equity[95,128]. The impact of signage colour and restaurant
names on consumer attitudes and purchase intentions highlights the importance of visual identity elements
on consumer behaviour[60].
Colour psychology plays a vital role in branding, with consumers focusing on visual colour appearance
when purchasing[117]. Using colour in brand building is crucial to express brand differentiation and create an
ideal brand image that resonates with consumers[131]. Colour choice can significantly affect brand
associations, product evaluations, and loyalty[25]. The importance of brand colour consistency in influencing
sponsors' favourable attitudes and perceived sponsor support must be addressed[62]. In addition, the research
discusses handwritten fonts to enhance brand recognition, indicating that the choice of fonts can influence
consumers' perceptions of the brand. Perceptions and participation[73]. Congruence between fonts and
destination stereotypes has been identified as a factor influencing the effectiveness of destination signs[132].
The capitalization and handwriting of a brand name also play an essential role in brand perception and
attitude[63,64,77].

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 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

In addition, in the marketing environment, the linguistic characteristics of brand names also play a
crucial role in affecting consumer preference, meaning, memorability, and likeability[133]. Researchers have
confirmed the impact of font semantic association on brand recognition and consumer memory[30]. The
impact of font semantic associations on brand recognition and consumer memory is essential to visual
recognition. Research has developed a conceptual framework that addresses the impact of font semantic cues
in marketing contexts, demonstrating the importance of fonts in shaping brand perception and consumer
memory[30]. The impact of strategic ambiguity slogans on consumer attention highlights the importance of
consumer perception in brand or advertising decisions[29]. Research has highlighted the importance of
assessing corporate reputation and brand signature when influencing people's perceptions of a brand,
particularly in the hospitality industry[19]. Brand loyalty strongly impacts emotional attachment to a brand[134].
Visual identity is crucial in shaping consumer preferences and attitudes towards brands. Understanding
the nuances of visual identity elements such as logos, layouts, colours, and names is critical for businesses
looking to enhance brand recognition and consumer engagement.
4.4. Findings of brand managerial implications
Brand visual identity shapes consumers' perceptions of a company's image and values[135]. Managers
should consider all aspects of internal visual identity to ensure a cohesive brand visual identity. The logo
serves as the core of the brand element and paying attention to the naturalness and adaptability of the
elements in brand logo design[80] provides instant recognition for the brand[25,136]. Managers must
strategically manage visual elements to ensure consistency with the brand's values and perceptions[101].
Simultaneously, the brand personality is shaped through visual identification elements, and brand recognition
and loyalty are enhanced[31]. Chen's research further supports this by emphasising the impact of natural logos
on brand personality perceptions[28]. When selecting and designing visual identity elements, brand managers
should choose appropriate strategies based on product type and target consumer groups[85,96] to create a
positive brand experience and perception. In addition, managers should pay attention to understanding the
impact of different visual elements on consumers and balance the cognitive fluency of visual identification
with consumers' psychological distance, as well as the emotional resonance between the brand and
consumers[137].

5. Conclusions
In this literature review, the author explores the impact of brand visual identity on consumer attitudes
and points out the various factors that influence them[132]. They emphasise the key role of visual identity
elements in shaping consumer attitudes towards products and brands while pointing out design elements[108],
income level[109], brand awareness[9], and cultural differences[33,110] and the impact of other factors on
consumers’ visual recognition preferences. In addition, visual identity elements such as corporate logos,
colours, names, fonts, and typography have been proven to significantly impact consumer brand awareness,
loyalty, familiarity, and favorability[19]. The author also pointed out that consumer perception is an
intermediate variable between brand visual identity and consumer attitude[126], including perceived fluency,
quality, green consumption, brand image, brand personality, and brand emotion.
However, the author also admits that this review has certain limitations, such as the limited search scope
(only Web of Sciences, ProQuest, Scopus, and Elsevier), application technology limitations, etc. To better
understand the impact of visual identity on consumer behaviour, future research can start with an in-depth
investigation of the impact of brand visual identity on brand awareness, brand attitude, and brand
reputation[19] and explore the impact of visual components on consumers from different cultural backgrounds.

22
 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

Researchers should investigate the cognitive impacts and conduct additional research on how colours and
names influence consumer behaviour in various settings[102]. To fully understand how different visual
identity elements affect how consumers perceive a brand[28], the research should also be expanded to include
more industries and cultural settings. This will help us to learn more about how these elements affect brand
associations and loyalty.

6. Patents
This section is not mandatory, but may it be added if there are patents resulting from the work reported
in this manuscript.
Supplementary Materials: The following are available online at http://www.mdpi.com/2071-
1050/12/19/7858/s1, Table S1: List of studies included in the systematic review (in alphabetic order).
Author Contributions: Author Contributions: Conceptualization, M. Y and 、 S.B.Z.A.;
Methodology, M.Y、S.B.Z. A、N.B. S、 C.H、l.J. and Q.L.; Software, M.Y and 、N.B.S.; Validation,
M.Y and l. J.; Formal analysis, C.H and l. J; Investigation, M.Y and l. J .；Resources, S.B.Z.A. and C.H.;
Data Management, M.Y、S.B.Z. A、N.B. S、 C.H、l.J. and Q.L.；Writing—original draft preparation,
M.Y.; Writing—review and ed-iting, M.Y、S.B.Z. A、N.B. S、 C.H、l.J. and Q.L.; Visualization, M.Y. ,
C.H. and l. J .; Supervision, S.B.Z.A. and N.B.S.; Project management, S.B.Z.A. and N.B.S.; Funding
acquisitions, not applicable. All authors have read and approved the published version of the manuscript.

Funding
This research received no external funding.

Institutional Review Board Statement

Not applicable. Informed Consent Statement: Not applicable.

Data Availability Statement

The datasets generated and analyzed for this study can be requested by correspondence authors.

Conflicts of Interest
The authors declare no conflicts of interest.

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Appendix A-Table S1.PRISMA_checklist

Location
Section and Topic Item # Checklist item where item
is reported
TITLE
Title 1 Effects of brand visual identity on consumer attitude ：A Systematic Literature Review Title page
ABSTRACT
Abstract 2 See the PRISMA 2020 for Abstracts checklist. p2
INTRODUCTION
Rationale 3 Describe the rationale for the review in the context of existing knowledge. p 3-4
Objectives 4 Provide an explicit statement of the objective(s) or question(s) the review addresses. p4
METHODS
Eligibility criteria 5 Specify the inclusion and exclusion criteria for the review and how studies were grouped for the syntheses. p 4-5
Information Specify all databases, registers, websites, organisations, reference lists and other sources searched or consulted to identify studies. Specify
6 p 4-5
sources the date when each source was last searched or consulted.
Search strategy 7 Present the full search strategies for all databases, registers and websites, including any filters and limits used. S1 table
Specify the methods used to decide whether a study met the inclusion criteria of the review, including how many reviewers screened each
Selection process 8 p5
record and each report retrieved, whether they worked independently, and if applicable, details of automation tools used in the process.
Specify the methods used to collect data from reports, including how many reviewers collected data from each report, whether they
Data collection
9 worked independently, any processes for obtaining or confirming data from study investigators, and if applicable, details of automation p5
process
tools used in the process.
List and define all outcomes for which data were sought. Specify whether all results that were compatible with each outcome domain in
10a p6
each study were sought (e.g. for all measures, time points, analyses), and if not, the methods used to decide which results to collect.
Data items
List and define all other variables for which data were sought (e.g. participant and intervention characteristics, funding sources). Describe
10b Table 3
any assumptions made about any missing or unclear information.
Study risk of bias Specify the methods used to assess risk of bias in the included studies, including details of the tool(s) used, how many reviewers assessed Table 1
11
assessment each study and whether they worked independently, and if applicable, details of automation tools used in the process. p6
Effect measures 12 Specify for each outcome the effect measure(s) (e.g. risk ratio, mean difference) used in the synthesis or presentation of results. p7

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 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

Location
Section and Topic Item # Checklist item where item
is reported
Describe the processes used to decide which studies were eligible for each synthesis (e.g. tabulating the study intervention characteristics
13a Figure 1
and comparing against the planned groups for each synthesis (item #5)).
Describe any methods required to prepare the data for presentation or synthesis, such as handling of missing summary statistics, or data
13b p7
conversions.
13c Describe any methods used to tabulate or visually display results of individual studies and syntheses. p7
Synthesis methods
Describe any methods used to synthesize results and provide a rationale for the choice(s). If meta-analysis was performed, describe the
13d p7
model(s), method(s) to identify the presence and extent of statistical heterogeneity, and software package(s) used.
13e Describe any methods used to explore possible causes of heterogeneity among study results (e.g. subgroup analysis, meta-regression). p7
13f Describe any sensitivity analyses conducted to assess robustness of the synthesized results. p7
Reporting bias
14 Describe any methods used to assess risk of bias due to missing results in a synthesis (arising from reporting biases). p7
assessment
Certainty
15 Describe any methods used to assess certainty (or confidence) in the body of evidence for an outcome. p6-7
assessment
RESULTS
Describe the results of the search and selection process, from the number of records identified in the search to the number of studies
16a p8
Study selection included in the review, ideally using a flow diagram.
16b Cite studies that might appear to meet the inclusion criteria, but which were excluded, and explain why they were excluded. Figure 1
Study
17 Cite each included study and present its characteristics. Table 3
characteristics
Risk of bias in
18 Present assessments of risk of bias for each included study. Table 1
studies
Results of For all outcomes, present, for each study: (a) summary statistics for each group (where appropriate) and (b) an effect estimate and its
19 p 9-10
individual studies precision (e.g. confidence/credible interval), ideally using structured tables or plots.
20a For each synthesis, briefly summarise the characteristics and risk of bias among contributing studies. P8-10
Results of Present results of all statistical syntheses conducted. If meta-analysis was done, present for each the summary estimate and its precision
20b P8-10
syntheses (e.g. confidence/credible interval) and measures of statistical heterogeneity. If comparing groups, describe the direction of the effect.
20c Present results of all investigations of possible causes of heterogeneity among study results. NA

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 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

Location
Section and Topic Item # Checklist item where item
is reported
20d Present results of all sensitivity analyses conducted to assess the robustness of the synthesized results. P9-10
Reporting biases 21 Present assessments of risk of bias due to missing results (arising from reporting biases) for each synthesis assessed. NA
Certainty of
22 Present assessments of certainty (or confidence) in the body of evidence for each outcome assessed. table 2
evidence
DISCUSSION
23a Provide a general interpretation of the results in the context of other evidence. p 11-16
23b Discuss any limitations of the evidence included in the review. p 17
Discussion
23c Discuss any limitations of the review processes used. p 17
23d Discuss implications of the results for practice, policy, and future research. p 17-18
OTHER INFORMATION
Provide registration information for the review, including register name and registration number, or state that the review was not
24a p4
registered.
Registration and
protocol 24b Indicate where the review protocol can be accessed, or state that a protocol was not prepared. p4
24c Describe and explain any amendments to information provided at registration or in the protocol. NA
Support 25 Describe sources of financial or non-financial support for the review, and the role of the funders or sponsors in the review. NA
Competing
26 Declare any competing interests of review authors. NA
interests
Availability of
Report which of the following are publicly available and where they can be found: template data collection forms; data extracted from
data, code and 27 NA
included studies; data used for all analyses; analytic code; any other materials used in the review.
other materials

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 Environment and Social Psychology | doi: 10.59429/esp.v9i9.3041

Appendix B -Table S2. Detailed search strategy

Table S2. Detailed search strategy.

Searched on May 16, 2024

Databases search strategy Results

(Title (brand visual identity” OR “Corporate visual identity” OR “visual identity” OR

“brand visual” OR “logo”)) AND Title (“consumer perception” OR “Consumer 192
Web of Science
cognition ”OR “Consumer conception” OR “Consumer experience” OR “consumer
attitude ”OR “perception” OR “attitude”)

(TITLE-ABS-KEY(“brand visual identity” OR “Corporate visual identity” OR

“visual identity” OR “brand visual” ) AND TITLE-ABS-KEY(“consumer perception” 69
Scopus
OR “Consumer cognition ”OR “Consumer conception” OR “Consumer experience”
OR “consumer attitude ”OR “perception” OR “attitude”))

[Abstract: brand visual] AND [[Abstract: identity] OR [Abstract: corporate]] AND

[Abstract: visual] AND [[Abstract: identity] OR [Abstract: visual]] AND
[[Abstract: identity] OR [Abstract: brand]] AND [[Abstract: visual] OR
[Abstract: logo]] AND [Abstract: consumer] AND [[Abstract: perception] OR 33
Talor francis online
[Abstract: consumer]] AND [[Abstract: cognition] OR [Abstract: consumer]] AND
[[Abstract: conception] OR [Abstract: consumer]] AND [[Abstract: experience] OR
[Abstract: consumer]] AND [[Abstract: attitude] OR [Abstract: perception] OR
[Abstract: attitude]]

Title(brand visual identity OR Corporate visual identity OR visual identity OR brand

visual OR logo) AND title(consumer perception OR Consumer cognition OR 72
ProQuest
Consumer conception OR Consumer experience OR consumer attitude OR perception
OR attitude)

Title, abstract, keywords: (brand visual identity OR Corporate visual identity OR

visual identity OR brand visual OR logo) AND (consumer perception OR Consumer 172
Sciencedirect
cognition OR Consumer conception OR Consumer experience OR consumer attitude
OR perception OR attitude)

Total 538

Appendix C -Table S3. list of studies included in the systematic literature

review
1. Andrade, B.; Morais, R.; de Lima, E. S. The Personality of Visual Elements: A Framework for the Development of
Visual Identity Based on Brand Personality Dimensions. International Journal of Visual Design 2024, 18 (1), 67–
98. https://doi.org/10.18848/2325-1581/CGP/v18i01/67-98.
2. Bresciani, S.; Del Ponte, P. New Brand Logo Design: Customers’ Preference for Brand Name and Icon. J Brand
Manage 2017, 24 (5), 375–390. https://doi.org/10.1057/s41262-017-0046-4.
3. Cavanagh, K. V.; Forestell, C. A. The Effect of Brand Names on Flavor Perception and Consumption in Restrained
and Unrestrained Eaters. Food Quality and Preference 2013, 28 (2), 505–509.
https://doi.org/10.1016/j.foodqual.2012.12.004.

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4. Chen, T.; Wu, Z.; Hu, L.; Jia, Q. The Visual Naturalness Effect: Impact of Natural Logos on Brand Personality
Perception. International Journal of Consumer Studies 2023, 47 (4), 1351–1363. https://doi.org/10.1111/ijcs.12912.
5. Chen, Y.; Jiang, X.; Wang, H. Alignment of Images and Text in Tourism Logos: Influence on Attitude toward
Tourist Destinations. Social Behavior and Personality 2022, 50 (10), 1–19.
6. Chung, A.; Kinsey, D. F. An Examination of Consumers’ Subjective Views That Affect the Favorability of
Organizational Logos: An Exploratory Study Using Q Methodology. Corp. Reput. Rev. 2019, 22 (3), 89–100.
https://doi.org/10.1057/s41299-019-00062-4.
7. Foroudi, P. Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s
Brand Performance. Int. J. Hosp. Manag. 2019, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016.
8. Foroudi, P.; Melewar, T. C.; Gupta, S. Linking Corporate Logo, Corporate Image, and Reputation: An
Examination of Consumer Perceptions in the Financial Setting. Journal of Business Research 2014, 67 (11), 2269–
2281. https://doi.org/10.1016/j.jbusres.2014.06.015.
9. Hagtvedt, H. The Impact of Incomplete Typeface Logos on Perceptions of the Firm. Journal of Marketing 2011, 75
(4), 86–93. https://doi.org/10.1509/jmkg.75.4.86.
10. Harmon-Kizer, T. The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns.
Journal of Promotion Management 2019, 25 (7), 959–982. https://doi.org/10.1080/10496491.2019.1612492.
11. Jin, C.; Yoon, M.; Lee, J. The Influence of Brand Color Identity on Brand Association and Loyalty. JPBM 2019,
28 (1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587.
12. Joana, C. M.; Fonseca, B.; Martins, C. Brand Logo and Brand Gender: Examining the Effects of Natural Logo
Designs and Color on Brand Gender Perceptions and Affect. Journal of Brand Management 2021, 28 (2), 152–170.
https://doi.org/10.1057/s41262-020-00216-4.
13. Koentjoro, M. S. The Effects of The New Logo on People’s Brand Awareness and Perception of Quality of
Indonesia’s Ministry of State-Owned Enterprises. Journal of Marketing Development and Competitiveness 2021,
15 (1), 29–44.
14. Kaur, H.; Kaur, K. Connecting the Dots between Brand Logo and Brand Image. Asia-Pac. J. Bus. Adm. 2019, 11
(1), 68–87. https://doi.org/10.1108/APJBA-06-2018-0101.
15. Lee, S.; Rodriguez, L.; Sar, S. The Influence of Logo Design on Country Image and Willingness to Visit: A Study
of Country Logos for Tourism. Public Relat. Rev. 2012, 38 (4), 584–591.
https://doi.org/10.1016/j.pubrev.2012.06.006.
16. Li, F.; Ma, J. The Effectiveness of the Destination Logo: Congruity Effect between Logo Typeface and Destination
Stereotypes. Tourism Manage. 2023, 98, 104772. https://doi.org/10.1016/j.tourman.2023.104772.
17. Li, R.; Wang, Y.; Zhang, H. The Shape of Premiumness: Logo Shape’s Effects on Perceived Brand Premiumness
and Brand Preference. J. Retail. Consum. Serv. 2023, 75, 103516. https://doi.org/10.1016/j.jretconser.2023.103516.
18. Liu, S. Q.; Choi, S.; Mattila, A. S. Love Is in the Menu: Leveraging Healthy Restaurant Brands with Handwritten
Typeface. Journal of Business Research 2019, 98, 289–298. https://doi.org/10.1016/j.jbusres.2019.02.022.
19. Meiting, L.; Hua, W. Angular or Rounded? The Effect of the Shape of Green Brand Logos on Consumer
Perception. Journal of Cleaner Production 2021, 279, 123801. https://doi.org/10.1016/j.jclepro.2020.123801.
20. Machado, J. C.; de Carvalho, L. V.; Torres, A.; Costa, P. Brand Logo Design: Examining Consumer Response to
Naturalness. J. Prod. Brand Manag. 2015, 24 (1), 78–87. https://doi.org/10.1108/JPBM-05-2014-0609.
21. Muellner, B.; Kocher, B.; Crettaz, A. The Effects of Visual Rejuvenation through Brand Logos. J. Bus. Res. 2013,
66 (1), 82–88. https://doi.org/10.1016/j.jbusres.2011.07.026.
22. Rafiq, M. R.; Rai, I. H.; Hussain, S. The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase
Intentions through Brand Attitude. International Review of Management and Marketing 2020, 10 (5), 117–126.
https://EconPapers.repec.org/RePEc:eco:journ3:2020-05-14.
23. Rihn, A.; Wei, X.; Khachatryan, H. Text vs. Logo: Does Eco-Label Format Influence Consumers’ Visual Attention
and Willingness-to-Pay for Fruit Plants? An Experimental Auction Approach. Journal of Behavioral and
Experimental Economics 2019, 82, 101452. https://doi.org/10.1016/j.socec.2019.101452.
24. Roy, S.; Attri, R. Physimorphic vs. Typographic Logos in Destination Marketing: Integrating Destination
Familiarity and Consumer Characteristics. Tourism Management 2022, 92, 104544.
https://doi.org/10.1016/j.tourman.2022.104544.
25. Septianto, F.; Paramita, W. Cute Brand Logo Enhances Favorable Brand Attitude: The Moderating Role of Hope.
Journal of Retailing and Consumer Services 2021, 63, 102734. https://doi.org/10.1016/j.jretconser.2021.102734.
26. Son, S. W. (Sean); Williams, A. Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color
Congruity on Attitude toward Sponsor. Sport Marketing Quarterly 2023, 32 (1), 18–32.
https://doi.org/10.32731/SMQ.321.032023.02.
27. Song, H.; Yang, H. Ethnic Restaurants’ Outdoor Signage: The Effect of Colour and Name on Consumers’ Food
Perceptions and Dining Intentions. Br. Food J. 2023, 125 (1), 186–204. https://doi.org/10.1108/BFJ-08-2021-0888.

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28. van Grinsven, B.; Das, E. Logo Design in Marketing Communications: Brand Logo Complexity Moderates
Exposure Effects on Brand Recognition and Brand Attitude. Journal of Marketing Communications 2016, 22 (3).
https://doi.org/10.1080/13527266.2013.866593.
29. Vinitha, V. U.; Kumar, D. S.; Purani, K. Biomorphic Visual Identity of a Brand and Its Effects: A Holistic
Perspective. J. Brand Manag. 2021, 28 (3), 272–290. https://doi.org/10.1057/s41262-020-00222-6.
30. Ward, E.; Yang, S.; Romaniuk, J.; Beal, V. Building a Unique Brand Identity: Measuring the Relative Ownership
Potential of Brand Identity Element Types. J Brand Manag 2020, 27 (4), 393–407. https://doi.org/10.1057/s41262-
020-00187-6.
31. Wen, N.; Lurie, N. H. The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus
Lowercase Brand Names. J. Retail. 2018, 94 (4), 393–407. https://doi.org/10.1016/j.jretai.2018.10.002.
32. Williams, A. S.; Son, S.; Walsh, P.; Park, J. The Influence of Logo Change on Brand Loyalty and the Role of
Attitude Toward Rebranding and Logo Evaluation. Sport Marketing Quarterly 2021, 30 (1), 69–81.
https://doi.org/10.32731/SMQ.301.032021.06.
33. Yao, F.; Jin, X.; Wu, B.; Zhao, T.; Ma, T. Shape-Trait Consistency: The Matching Effect of Consumer Power State
and Shape Preference. Front. Psychol. 2021, 12, 615647. https://doi.org/10.3389/fpsyg.2021.615647.
34. Yu, Y.; Zhou, X.; Wang, L.; Wang, Q. Uppercase Premium Effect: The Role of Brand Letter Case in Brand
Premiumness. Journal of Retailing 2022, 98 (2), 335–355. https://doi.org/10.1016/j.jretai.2021.03.002.

Appendix D -Table S4. list of Quality of the studies included in the

systematic survey
(Q1) Is there congruity between the stated philosophical perspective and the research methodology?
(Does the study clearly state the philosophical or theoretical premises on which the study is based? Does the
study clearly state the methodological approach adopted on which the study is based? Is there congruence
between the two?).
(Q2) Is there congruity between the research methodology and the research question or objectives? (Is
the study methodology appropriate for addressing the research question?) For this systematic review, it was
also considered whether research hypotheses were formulated.
(Q3) Is there congruity between the research methodology and the methods used to collect data? (Are
the data collection methods appropriate to the methodology?)
(Q4) Is there congruity between the research methodology and the representation and analysis of data?
(Q5) Is there congruity between the research methodology and the interpretation of results?
(Q6) Is there a statement describing the researcher culturally or theoretically? Are the beliefs and values,
and their potential influence on the study, declared?
(Q7) Is the influence of the researcher on the research, and vice versa, addressed? (Is the relationship
between the researcher and the study participants addressed? Does the researcher critically examine her/his
role and potential influence during data collection?
(Q8) Are participants and their voices adequately represented?
(Q9)Based on current standards or recent research, is this study ethical and is there evidence to suggest
that relevant institutions have approved ethics? In this case, the specificity of brand consumer research was
adopted, involving the anonymity of respondents, the nature of the collected data (which does not allow for
the identification of personal data of respondents), and the distribution method of questionnaires, such as
brand employees. The literature on this topic indicates that this method of distributing questionnaires ensures
convenient and accessible access to brand consumers.
(Q10) Do conclusions drawn in the study report flow from the analysis or interpretation of the data?

35