The effect of logo modernization on the attitude of customers toward brand Case study Mehr e Eghtesad bank logo

Strategically, a corporation’s identity plays a specific role in its differentiation. Some of the factors that contribute to this differentiation are known as corporate visual identities and among those, we can refer to companies’ buildings and sites, staff clothing and corporate logo. Changing and renovating logo in organizations is mainly undertaken due to the major managerial or strategic changes and if the logo and corporate mission do not match. In this study, we have considered the effects of different logo design on 1) logo personality and logo attitude and 2) the customers’ attitude toward the logo. This case study is focused on the logo of Mehr-e-Eghtesad Bank (MEB). Our sample consists of 341 MEB customers. SPSS software is used for data analysis. The results of the study suggest that the logo design affects the customers’ attitude toward logo and their attitude toward the brand, and different logos possess .different personality comparing to each other.