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Haig, W 2007, 'How and why credibility-based company logos ae effective in marketing communication in persuading customers to take action: a multiple case study toward a better understanding of creativity in branding' PhD thesis, Southern Cross Unversity, Lismore, NSW.

Copyright W Haig 2007


This thesis continues to explore guidelines for logo designers to more effectively plan and create company logos. Also, how the current low trust in company Web Sites can be improved with the company logo.

Credibility-based logo design is introduced as the underlying principle for both logo design and Web Site improvement. As such, this thesis explores the application of source credibility studies in communication persuasion to the planning and creative development of company logos. Credibility-based logo design theory is developed in a multiple case study which includes applying credibility-based logo design to improve the effectiveness of company Web Sites.

The study has two stages. The inductive stage of this case study develops the credibility-based logo design theory, including actual development of company logos based on this theory. The deductive stage tests credibility-based logo design using the Internet and Web analytics for data collection. The research accomplishes two purposes:

1. To validate credibility-based logo design theory for marketing communication persuasion effectiveness.

2. To validate that credibility-based logo design will increase the effectiveness of company Web Sites by giving the visitor trust and confidence in the company to take desired action toward a purchase decision.

The case study results support the hypothesis that credibility-based logo design theory can be applied to creating more effective company logo design. And, company Web Sites with a credibility-based logo design are twice to four times more effective compared to Web Sites with a non-credible logo. ‘More effective’ means more clickthrough action on the Web Site navigation bar to achieve various company goals, most often a purchase decision.

In summary, there are two major contributions:

1. Advancing the knowledge of company logo design through effective logo planning and design creativity based on source-credibility principles.

2. Advancing the knowledge of Web Site effectiveness through a company credibility-based logo design.

A third contribution is in advancing the knowledge for using the Internet to conduct ‘live action’ research and data collection. This has further implications for testing Internet advertising and other visual on-line and off-line marketing elements.

The results of this study are important for logo designers, company managers, and Web Site designers.

As an epilogue, this thesis extends the credibility basis for creating logos to creating all marketing communication to achieve a total brand personality as credible for a given company. This is termed Brand Credibility with implications for a better measurement of brand equity.

This thesis builds on the important logo design work by Pamela Henderson, Joseph Cote and Jim Hutton; and the important branding work of David Aaker, Kevin Lane Keller, Jennifer Aaker, and Tulin Erdem.