Bridges 2012 Short Paper

Brand Values and the Perception of Symmetry
J. L. Marsden and B. G. Thomas
(Proceedings pages 471–474)


The designers of corporate brand marks—otherwise known as logos—exploit symmetry for its ability to express notions of equality, cohesion and stability. However there has been little systematic investigation into how symmetry, within this context, is perceived. This paper presents the preliminary findings from a pilot survey that investigated the association between brand values and the perception of symmetry in financial services brand marks, and discusses the implications for further study.