Latest / Up Next with Gabriella Mirabelli
UN 387 - IJRM. Luxury & Logo Complexity.
Logos do more than identify a brand—they shape how we experience it.
In this episode, Qing Tang, Assistant Professor of Marketing at Hong Kong Baptist University, discusses research she and her colleagues published in the International Journal of Research in Marketing on logo design and perceptions of luxury. While many companies have shifted toward clean, minimalist logos, research findings reveal that more complex designs can actually heighten perceptions of exclusivity and craftsmanship. The conversation examines the trade-offs between luxury and approachability, why some brands revert to…
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