Identification of "Good" Logo and Recommendation about Logo Design

This research work is for the purpose of identification of "good" logo in comparison with "bad" logos according to certain measuring criteria, and developing recommendation about logo design for cosmetics product category. For that, 32 unknown cosmetics brand logos and 90 students have participated in this empirical study. The key research questions are what are the "good" logos and "bad" logos among those surveyed logos? Also, what are the significant independent design elements that are associated with the "good" logo? The study has successfully answered all the research questions: the "good" logo is the logo named NUXE in contrast with the "bad" logos named PAPULEX and CAROLE FRANCK. The design elements of natural, elaborate, harmony and proportion have significant effects to the "good" logo, while colour has a moderately positive correlation with elaborate. Thanks to these research results, the thesis provides an initial check of performance of cosmetics brand logos; suggests to the logo owners, marketing managers and logo designers the importance of natural and elaborate; and develops recommendation about logo design for the purpose of achieving "good" logo.