A study of logo form, tone and attribute preferences across stakeholder groups by an employment agency sourcing jobs for people with disabilities
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(Published version)
Date
2012
Authors
Yousuf, M.S.
Hemphill, E.
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Conference paper
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Australian and New Zealand Marketing Academy Conference 2012 Proceedings, 2012, pp.1-7
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Australian and New Zealand Marketing Academy Conference 2012 (3 Dec 2012 - 5 Dec 2012 : Adelaide, South Australia)
Abstract
This research examines a practitioner’s approach to logo redevelopment striving for appeal consistency across stakeholder groups. A specialist employment agency (Finding Workable Solutions) facing difficulties communicating a consistently positive image to local business owners, clients (people with disabilities seeking work), internal staff and other stakeholders donated online survey data for analysis. 223 participants selected their preferred logo form and tone from three logo designs and rated other logo attributes such modern and professional using Likert scales. Data contained Staff (24%), Clients (18%), Local Business Owners (8%), Staff of Local Organisations (13%), Staff of Other Organisations (22%) and Other (15%). Analysis revealed all stakeholder groups preferred the same logo form and tone suggesting consultative logo redevelopment to be an useful method of achieving consistent stakeholder group appeal. However, Local Business Owners exhibiting more rational attitudes than other stakeholders groups warrant targeted strategies to manage interpretation and meaning of logo attributes.
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Copyright 2012 ANZMAC