ABSTRACT

THE EFFECT OF LOGO REDESIGNS

TOWARDS CUSTOMERS ATTITUDE
(Experimental Study on the STIE Surakarta logo redesigns)
Rolan Mart Sasongko, S.E. MM.
Management Department, STIE Surakarta, Indonesia
E-mail address rolan.sties@gmail.com

Abstract
Background – Brand elements redesigns such as logo redesigns in an organization can affect
customers differently depending on their loyalties. Thus, organizations attempting to change
brand elements, particularly their logos should be fully aware of the potentially negative impact
on their customers.
Purpose – The purpose of the study was to examine the customer perception on different
design elements of an organization’s logo and to provide essential information for the
organizations about the customer attraction and importance of design attributes from the
customer point of view.
Design/methodology/approach – The theoretical framework was based on the secondary data
(articles and books) and included core concepts of designing, logo redesigns, customer
behavior, customer perception, and customer attraction. The mixed method was selected for
acquiring and analyzing the research results. Quantitative data were collected from 60
questionnaire responses and was analyzed with the SPSS computer program.
Findings – The results of the study revealed the importance of logo redesigns in customer
behavior. By examining the customer perception, it was found that logo redesigns play a key
role in ensuring customer’s attraction. Based on the findings, it was defined that a successful
organization’s logo redesigns will be giving favorable attention.
Research limitations – The number of units of analysis and the sample size used in this
research is quite small. Further research could be conducted with the larger sample size.
Originality/value – The paper was based on the logo redesigns of STIE Surakarta. The
research compares customers attraction in logo designs for the purpose of determining whether
or not the logo redesigns produce the expected result of increasing customer interest. It also
provides important insights and considerations for organizations before attempting to redesigns
their logo.

Keywords: Logos, design, redesign, attitude