| Abstrakt: |
As branding, design, and corporate identity have grown in importance, organizations have become more concerned with selecting graphical trademarks, or logos, to represent themselves. Despite rhetoric from the business and design worlds that insists that logos should be distinctive, the emergence of norms of trademark design has resulted in many logos that look similar to one another. Trademarks that break these design norms are often met with confusion or derision from the public.This paper looks at the effect of adopting a logo that deviates from the norms of trademark design, using data on the design of over 750,000 logos registered with the United States Patent and Trademark Office between 1983 and 2003. It is hypothesized that "deviant" logos will not survive in use as long as non-deviant logos; in fact, no support for this hypothesis is found. However, further analysis shows that "supernormal" logosâ?”those that most closely adhere to trademark design normsâ?”are more likely to survive over time than other logos. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR] |
