Date of Award

Fall 12-16-2022

Document Type

Research Paper


Whittier Scholars Program

First Advisor

Kristen Smirnov


The world is more visual-oriented than ever before, making a company’s logo a crucial factor in the success of branding as the logo serves as the first impression and visual indicator of the experience and value the brand will deliver. The purpose of this project is to better understand how people respond to brand design, and more specifically make judgments about the company based on the first impression they get from a logo. The brand of focus is The Habit, an American restaurant chain recognized for its excellence in product quality, but also has weaknesses in its overall brand negatively impacting The Habit's brand recognition. After analyzing what connotes strong branding and exploring the significance behind the significant visual element of brand design, I designed two new, potential logos for The Habit. To test their effectiveness, a survey was conducted to collect consumer perceptions of the two redesigns as well as the original logo. The research provides insight into how consumers think, feel, and act toward brands based on their visual brand elements, proving that symbols play a major role in consumer perceptions.