Date of Award

Spring 2021

Document Type

Open Access Thesis


School of Journalism and Mass Communications

First Advisor

Tara M. Mortensen


When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand consumers’ initial response to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, few researchers have attempted to understand the effect of the surrounding visual identity system when a new logo is introduced. This study combines a content analysis of the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response. The study also takes into account the different types of context that can be presented – from logo variations and environmental examples to videos and animation – and their varied effects. Results show that most types of visual context correlate to improved viewer response.


© 2021, Robert A. Wertz