Title: Investigating the relationship of semiotics associated with colour and font of Google logo with brand perception

Authors: Vikas Singla; Viput Ongsakul; Sahil Raj; Tran Tien Khoa

Addresses: School of Management Studies, Punjabi University, Patiala-147002, Punjab, India ' NIDA Business School, National Institute of Development Administration, Bangkok, 10240, Thailand ' School of Management Studies Punjabi University, Patiala, 147001, India ' International University, National University of Vietnam, Ho Chi Minh City, 700000, Vietnam

Abstract: Congruency between meanings exuded by logo elements and viewer's emotion would result in positive brand perception. Google logo has experimented with different colours and text styles since its inception. This study in first step examined semiotics reflected by all different versions of colour and font of Google. The findings of a qualitative study suggested that different colours and font evoke different emotions. Secondly, influence of semiotics on brand aesthetics and brands' ability to capture attention aspects of brand perception was studied by conducting an experimental study. Lastly, in step 3 combined effects of identified colours and font style were judged on two aspects of brand perception taken together. Results of MANOVA revealed Google logo in multi-colour with sans serif font style had highest contribution in evoking perception of aesthetics and making logo appealing through semiotics of modern, innovative, playful, diverse, action and attractive.

Keywords: logo; colour; font; semiotics; aesthetics; attention; brand perception; Google.

DOI: 10.1504/JGBA.2021.116724

Journal for Global Business Advancement, 2021 Vol.14 No.3, pp.312 - 334

Received: 09 Apr 2021
Accepted: 15 Apr 2021
Published online: 30 Jul 2021 *

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