Abstract:

This research investigates the influence of uppercase vs. lowercase lettering logos on perceptions of the brand. Study1 demonstrates that although logos with lower case lettering brand name have an unfavorable influence on brand authority perception, they have a favorable influence on perceived brand friendliness. The former influence is tied to the logo’s perceived potency, while the later influence is tied to its perceived activeness. Study2 demonstrates a fit effect between products (or services) characteristics and logo associations. Specifically, upper case lettering logos are perceived to be more appropriate for products (or services) with high authority, while logos with lower case lettering brand name are perceived to be more appropriate for products (or services) that should be close and friendly to people. In addition, the findings of Study3 reveals that brands with high authority incline towards upper case lettering logos, while brands with high friendly characteristics are more likely to adopt lower case lettering logos.

Key words: brand logo, upper case &, lower case, brand name, brand perception