LOGO AND THE DESIGN PRINCIPLES Victor ADIR; Nicoleta Elisabeta PASCU; George ADIR ...
Journal of Industrial Design and Engineering Graphics,
06/2024, Letnik:
19, Številka:
1
Journal Article
Odprti dostop
This paper has tried to explain the importance of the general and special principles in logo design. The study was realized on a lot of logos to understand when a designer could use the principles to ...create wonderful graphic representations. It is about symmetry, asymmetry, proportion, rhythm and harmony, substitution, juxtaposition, using different geometric shapes, lines, curves, silhouettes and stylizations, mirror and illustrative representation and so on. We have explained how to use graphic representations in some fields of activity and to choose the best symbol for a company/university etc. And, of course, it was a significant part about the redesign working. This paper presents a few interpretations and conclusions concerning the design principles applied for logos.
Logo detection is a technology that identifies logos in images and returns their locations. With logo detection technology, brands can check how often their logos are displayed on social media ...platforms and elsewhere online and how they appear. It has received a lot of attention for its wide applications across different sectors, such as brand identity protection, product brand management, and logo duration monitoring. Particularly, logo detection technology can offer various benefits for companies to help brands measure their logo coverage, track their brand perception, secure their brand value, increase the effectiveness of their marketing campaigns and build brand awareness more effectively. However, compared with the general object detection, logo detection is more challenging due to the existence of both small logo objects and large aspect ratio logo objects. In this paper, we propose a novel approach, named Discriminative Semantic Feature Pyramid Network with Guided Anchoring (DSFP-GA), which can address these challenges via aggregating the semantic information and generating different aspect ratio anchor boxes. More specifically, our approach mainly consists of two components, namely Discriminative Semantic Feature Pyramid (DSFP) and Guided Anchoring (GA). The former is proposed to fuse semantic features into low-level feature maps to obtain discriminative representation of small logo objects, while the latter is further integrated into DSFP to generate large aspect ratio anchor boxes for detecting large aspect ratio logo objects. Extensive experimental results on four benchmarks demonstrate the effectiveness of the proposed DSFP-GA. Moreover, we further conduct visual analysis and ablation studies to illustrate the strength of the proposed DSFP-GA when detecting both small logo objects and large aspect logo objects.
•The literature lacks large-scale logo detection test benchmarks due to rather expensive data selection and label annotation.•We contribute a large-scale dataset collected automatically for scalable ...logo detection.•We present a scalable logo detection solution characterised by joint co-learning and self-learning in a unified framework, without the tedious need for manually labelling any training data.
Existing logo detection methods usually consider a small number of logo classes, limited images per class and assume fine-gained object bounding box annotations. This limits their scalability to real-world dynamic applications. In this work, we tackle these challenges by exploring a web data learning principle without the need for exhaustive manual labelling. Specifically, we propose a novel incremental learning approach, called Scalable Logo Self-co-Learning (SL2), capable of automatically self-discovering informative training images from noisy web data for progressively improving model capability in a cross-model co-learning manner. Moreover, we introduce a very large (2,190,757 images of 194 logo classes) logo dataset “WebLogo-2M” by designing an automatic data collection and processing method. Extensive comparative evaluations demonstrate the superiority of SL2 over the state-of-the-art strongly and weakly supervised detection models and contemporary web data learning approaches.
The number of available protein sequences covering virtually all known species is tremendous and ever growing due to the feasibility of the underlying nucleotide sequencing. The speed at which ...protein structures are being determined is increasing, and as a result of refined cryo‐electron microscopy the proportion of solved membrane protein folds is expanding. Sequence data are used to illustrate evolution and to group proteins into families with various levels of subfamilies. Structure data of prototypical proteins provide insight into function brought about by an interplay of specific amino acid residues that are dispersed throughout the sequence. Visually combining rich sequence information with structure data in an intuitively comprehensible way would enhance the process of elucidating key protein aspects regarding evolution, sequence relations, and function. Here, a method is described that projects the information contained in sequence logos and subfamily logos onto protein structures. The amino acid composition at a site is encoded by a mix color in the red‐yellow‐blue space and the information content is presented by the radius of a sphere at the α‐carbon position. The resulting display is termed “structure meme.” The underlying sequence and atom coordinate data are retained in the file for simple retrieval on demand using a molecular structure visualization program. Structure memes are recognizable and convey extensive information in a human‐discernable way that requires little training.
Purpose
This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of childhood ...socioeconomic status (SES) and sensation seeking on the aforementioned effect.
Design/methodology/approach
Five experiments are used. Studies 1 A and 1B examine the impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos. Study 2 replicates the previous studies and tests for evidence of mediation by the perceived risk. Studies 3 and 4 investigate the moderating role of childhood SES and sensation seeking.
Findings
The results show that a salient threat of COVID-19 leads people to display higher visiting intentions when presented with simpler (vs complex) destination logo designs. The perceived risk mediates this effect as well. This preference is evident only for people with low (vs high) childhood SES and only for relatively low sensation seekers.
Research limitations/implications
This study contributes to the branding literature by investigating how situational factors can influence affective reactions to brand logos and to the tourism literature by further investigating the impact of logos on visiting intentions.
Practical implications
This study provides actionable insights for tourism marketers and logo designers, allowing them to select or create positively perceived destination logos during a potential global crisis.
Originality/value
This research offers the first evidence that pandemic-related threat perceptions influence people’s visiting intentions when presented with different destination logos, and that these effects are influenced by individual characteristics such as childhood SES or sensation seeking. In doing so, the current study offers a more sophisticated understanding of the potential boundary conditions driving people’s brand logo evaluation.
This research aims to advance the understanding of audio branding by investigating the effect of an understudied auditory attribute, timbre, in the context of brand audio logos. Specifically, the ...authors propose, and provide evidence in ten studies, that timbral sound quality in audio logos (i.e., roughness/smoothness) informs abstract judgments of brand personality (i.e., ruggedness/sophistication). Study 1 shows that the industry practice of altering instrumentation, and thus timbre, in audio logos can change personality perceptions of even well-known brands. This effect persists when the sound source is kept constant with various instruments (Studies 2a–2d), with a combination of instruments (Study 3), and in the absence of an identifiable sound source (Study 4). The authors test specific acoustic underpinnings of timbral sound quality perceptions (Study 4) and show that the effect on brand personality judgments is counteracted by incongruent sensory information from another modality (Study 5). The results of Study 6 suggest that the influence of timbral sound quality on brand personality perceptions is nonconscious, as consumers are unaware of the extent to which the stimulus affects their judgments. Study 7 shows downstream consequences for purchase intentions. Practical implications, theoretical contributions, and directions for future research are discussed.
Extracting vehicle information is of great significance to the construction of the Internet of Vehicles (IoV). Vehicle logo detection (VLD) technology can effectively extract vehicle information. Due ...to the complex traffic environment, existing methods have difficulty to accurately detect the vehicle logo, especially when the vehicle logo has motion blur. To alleviate these problems, a new approach is proposed to detect vehicle logo under motion blur with the combination of Filter-DeblurGAN and VL-YOLO. Filter-DeblurGAN possesses a judgment mechanism, which can determine whether the image needs to be deblurred based on the degree of blur of each image. It can also deblur images with arbitrary resolution. Filter-DeblurGAN solves the defect that DeblurGAN lacks the judgment mechanism and is too harsh on resolution. It can be directly applied to the deblurring process of VLD. We also propose a method using VL-YOLO and Eliminate Outliers Cluster (EOC) algorithm to further improve the detection accuracy. VL-YOLO achieves accurate detection of the vehicle logo by constructing a deeper multi-scale detection network and using the initial candidate boxes provided by EOC algorithm. The EOC algorithm is not affected by outliers. In order to further promote the research of VLD, we have labeled a new vehicle logo dataset named LOGO-17, which contains 17 different categories of vehicle logos. The experimental results demonstrate that the proposed method achieves good detection accuracy in the environment of motion blur, and outperforms existing methods.
Purpose Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised ...natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers. Design/methodology/approach Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses. Findings Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used. Research limitations/implications This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled. Practical implications Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values. Originality/value To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.
We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a ...brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.
The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In the explorative part of the study, the effect of the amount of each ...of the additive primary color on logo perception was examined. Research was done on a sample of 190 students whose ratings were used as logo description measures. Two independent variables used in the study were logo shape (abstract vs. concrete) and logo color (original color vs. greyscale). Results showed that greyscale logos and logos that are concrete were recognized more accurately while liking was not related to either independent variable. It was also observed that the amount of red color in logo is negatively (correlated/related), and blue and green color are positively related to both logo recognition and logo liking. Practitioners are advised to note that factors affecting consumers' cognition and emotion are different. Scientists can extend findings on the effect of amount of individual colors in a logo. This is one of the first works of research that examined the effect of logo color on brand recognition and has approached studying color in this way of averaging amount of each of the additive primary colors. External validity of the research is enhanced by testing the younger generation in their natural habitat of mobile phone environment.
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