The effects of visual rejuvenation through brand logos

This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field.

► This study investigates the impact of logo change on brand modernity and loyalty.
► Logo redesign affects the perception of brand modernity.
► Radical logo changes are not necessarily detrimental for the evaluation of a brand.