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Source publication
Purpose
The purpose of this paper is to draw a parallel between color combinations in coats of arms of the twelfth century and color combinations in current brand logotypes of 400 companies from the Forbes Global 2000 list.
Design/methodology/approach
In this work, the frequency of color combinations displayed in medieval coats of arms and in the...
Context in source publication
Context 1
... issue is depicted in the Bayeux Tapestry (circa 1080) when, at the battle of Hastings, William the Conqueror was forced to lift up his helmet to prove to his men that he was still alive (Figure 1). On the battlefield, therefore, coats of arms enabled people to quickly distinguish a fellow from a foe. ...
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This study aims to explore how the adoption of internal market orientation (IMO) can enhance front-line employee brand enactment within an interpersonal service setting. Insights from equity theory and the person – environment paradigm are drawn upon to develop a theoretical model describing the impact of IMO on employee – organization fit...
Citations
... 2 functionality and usability of websites related to tourism, including agritourism, from the perspective of consumers (Z. Lu et al., 2002;Ali, 2016;Kro´l, 2019;Law et al., 2010;Standing et al., 2014); 2 logotype design (name, symbol, language, color palette, gender), from the perspective of consumers and their purchasing decisions (Batra et al., 1993;Droulers, 2016;Lieven, 2014;Piko et al., 2017;Zhu et al., 2017); 2 e-brand, websites, and visual communication strategies (Ibeh et al., 2005;Trynchuk, 2017;Zhu et al., 2017); 2 logotype as a promotional tool (Wilson, 2021); 2 modern technologies (including websites) in tourism (including agritourism) management and promotion (Kro´l, 2019(Kro´l, , 2021Pierdicca et al., 2019). ...
... Logotype, the graphic representation of the product brand, trademark, and other symbols placed on the product packaging, in advertisements or on websites, created using letter typeface, size and color as well as their layout etc., should favorably differentiate a given company from others and produce associations with its activity, industry, products, and services (Droulers, 2016). Additionally, the logotype may influence the customers' first impressions of the company, as people assign specific meanings to brands and associate specific feelings with them-either positive or negative (Chernatony et al., 2011;Foroudi, 2019). ...
... Thus, a logotype is a graphic, or more precisely typographic, representation of the company name and performs the function of its trademark (logo) (Altkorn, 2002). Even though the logotype is usually comprised of the company name and some kind of a symbol (e.g., Toyota), many of them only use the brand name (e.g., Coca-Cola, Google, Microsoft) or just the initial letters of the name (e.g., GE) (Droulers, 2016). ...
Plain Language Summary
An Analysis of Logotypes of Agritourism Farms on Websites
The aim of the present study is to verify the function of logotypes of selected agritourism establishments, especially in view of the rationale for placing them on home pages of websites, and the marketing function they fulfill. Homepages (the main web pages) of websites of 10 agritourism farms with the dimensions of 1,245 × 570 pixels (and 24 -bit color depth) were analyzed. The study involved 170 respondents (n = 170). The study confirmed that there are both differences and similarities in the responses regarding logotypes of the agritourism farms studied. The perception of the logotype depends strongly on the education level and age of respondents. The analyses also confirmed that there is no linear relationship between the size of the logo and the frequency at which it is indicated as a promotional element. Analyses presented in this article focused on the way consumers perceive logotypes of agritourism farms online. However, they pertained solely to Polish farms and Polish respondents. Limitation of this study is the fact that potential customers may react differently to logotypes that incorporate abstract word and/or graphic constructions. This is a rare practice in the case of agritourism farms operating in the Polish market, yet it cannot be excluded. Our study is limited to 10 agritourism farms. Future studies should include a larger sample, which would allow for drawing more precise conclusions. These, in turn, could provide a solid foundation for the practical use of the results by farmers who run agritourism businesses.
... The presence of animals on coats of arms is common. Although their figuring sometimes follows heraldic traditions, which is typical of the national coats of arms (Wrona 2005), the marketing-related role of such symbols (Droulers 2016) makes them very useful to promote the knowledge of the regional wildlife, i.e., to link the key elements of biodiversity to regional brands. In Russia, such a heraldic tradition is strong, as a two-headed eagle has been depicted in its national coat of arms for centuries. ...
Широко используемые официальные региональные символы позволяют повысить осведомленность о животных, что необходимо для их эффективного сохранения и развития экотуризма. Оценивалось наличие животных на гербах регионов России. Выяснилось, что на 49 % из них изображены фигуры животных, а эти районы составляют 76,3 % территории страны. На проанализированных гербах изображено около двадцати животных, из которых 63% млекопитающие. Наиболее распространены медведи (в том числе полярные), орлы и куницы. Также показаны некоторые редкие и находящиеся под угрозой исчезновения виды, такие как амурский (сибирский) тигр и кавказский леопард. На большинстве региональных гербов изображено только одно животное, а две или три фигуры животных встречаются вместе только в нескольких случаях. Географическое распространение животных, изображенных на региональных гербах, лишь отчасти совпадает с истинными зоогеографическими закономерностями. Это ожидаемый вывод, потому что гербы являются элементами культурного пространства, даже если они представляют собой природные объекты. Хотя региональные гербы отражают небольшую часть совокупности животных России и выбор животных не всегда соответствует истинным потребностям сохранения, этот вспомогательный «канал» продвижения знаний о животных представляется ценным.
... Thus, it has long been considered that the logo -as the brand's visual essence -needs to remain constant, otherwise the brand is exposed to a risk of disenchantment. And indeed, numerous logotypes, such as Ford, Coca-Cola, General Electric (GE) and the London underground symbol, designed by Edward Johnston in 1916, have remained identical or undergone only minor changes over time (Droulers, 2016). The marketing press often reports on examples of companies changing their logo and then facing dissatisfied consumers who want them to go back to the initial logo. ...
The purpose of this paper is to investigate the influence of front-of-pack (FOP) variations on consumer attention. In a laboratory experiment using an eye-tracking method, the authors exposed 165 respondents to planograms containing target products displaying identical FOPs or FOPs with variations. Attention was measured by fixation duration and fixation counts, and eye movements were recorded at 250 Hz. The findings showed that FOP variations catch respondents’ attention. Visual saliency has often been defined as a physical property of an object (such as color, shape, motion). In the current study, we show the importance of also taking into account the interaction of one stimulus with other stimuli. To our knowledge, this is the first time that the effects of FOP variations have been investigated. On a managerial level, the current study offers a simple and low-priced solution to cut through the clutter and catch consumers’ attention, which is the first step to a product purchase.
