Your searching might have to veer off into the realm
of advertising psychology and advertising history.
Advertisers have been researching what makes logos and
brand names work since at least the 1950s. Try terms
like "Branding," "Brand recognition," "Name recognition,"
and maybe "Marketing research history."
--K.A. Bayruns
Seattle, WA
At 10:12 AM 4/10/02 -0400, you wrote:
>Dear ARLIS-ers,
>
>I have a difficult (at least for me) reference question from a graphic
>design student who wants to write a paper on company names that also serve
>as the company logo such as Coca-Cola, Ford, IBM, Nike, and others, and why
>they're so successful. Is there an advertising or design term for this?
>
>We searched numerous databases but the terms we used ("logo", "company
>name", etc. - I combined them, used proximity operators, all the rest) are
>so unspecific that we really didn't have any luck. The student doesn't want
>to just do a paper on Paul Rand (we learned a lot about the IBM logo he
>designed), he really wants to write about the link between the name and the
>logo. I sent him off to look at some books on the history of trademarks,
>surveys of logos, etc.
>
>Any ideas? Thanks very much.
>
>Sara
>--
>Sara J. MacDonald, Public Services Librarian
>The University of the Arts - University Libraries
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