An Incomplete Brand Image (IMAGE)

Boston College

An Incomplete Brand Image

Caption

Companies have used incomplete typefaces to create brand logos, but these stylized approaches intended to generate visual interest have positive and negative influences on consumer perceptions about a company, according to surveys conducted by a Boston College professor. Altered typefaces can result in a firm being perceived as inventive, but also raise questions about the company's trustworthiness, according to Henrik Hagtvedt, a professor of marketing at the Carroll School of Management.

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Journal of Marketing

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