로고 디자인 유형이 브랜드 개성과 애호도에 미치는 영향: 로고 디자인의 형태와 선의 굵기를 중심

[Purpose] This study aimed to empirically examine the effects of visual elements in brand logo design on consumers’ perceptions of brand personality and brand loyalty, and to derive practical implications. [Methodology] Focusing on two core visual elements-logo shape(geometric vs. organic) and line thickness(thick vs. thin)－the study investigates how these factors influence the five dimensions of brand personality(sincerity, excitement, competence, sophistication, and ruggedness). In addition, it investigated the effects of perceived brand personality on brand loyalty. To explores the impact of perceived brand personality on brand loyalty. To test the hypotheses, four types of logo designs were developed, and 50 respondents evaluated each design in terms of brand personality and brand loyalty. [Findings] The results indicate that geometric and thick-lined logos emphasize competence, ruggedness, and sincerity, while organic and thin -lined logos highlight sincerity, excitement, and sophistication. Moreover, across all logo types, excitement consistently emerged as a key factor that strengthens brand loyalty. [Implications] By empirically analyzing the effects of logo shape and line thickness on brand personality, this study provides valuable managerial implications for developing effective brand design strategies.