Enhancing destination logo recognition: an experimental study of name and slogan synergy
Yun Chen, Tao LiPurpose
This research aims to investigate how destination logos can enhance brand communication through improved recognition, specifically by merging slogans and destination names with the logo, based on advance organizer theory. The research also explores the moderating effect of destination familiarity on logo recognition as well as the relationship between logo recognition and behavioral intentions.
Design/methodology/approach
The research uses a recognition task and three experiments to test the hypotheses. The recognition task assesses the recognition rate of existing destination logos. Experiments 1 and 2 examine the effects of merging slogans and destination names with a logo on logo recognition, with destination familiarity as a moderating factor. Experiment 2 uses black-and-white logos to reduce the impact of color. Experiment 3 uses fictional destination logos to test the causal effect of logo recognition on consumers’ behavioral intentions.
Findings
The results demonstrate that merging the slogan and destination name significantly enhances logo recognition. This effect is further amplified when both elements are combined. Destination familiarity moderates this effect; high familiarity reduces the importance of merging slogans and names. Logo recognition positively influences behavioral intentions.
Originality/value
This research advances the branding literature by introducing and empirically validating advance organizer theory within the context of logo design. It demonstrates that a logo can function as an expository organizer, enhancing recognition through meaningful learning, particularly in low-exposure settings like destination branding. The research provides a practical solution for improving consumers’ recognition of destination logos. The principle can also be extended to startups and rebranding contexts, where text-integrated logos can accelerate recognition and strengthen brand communication.