October 2014
Intermediate to advanced
618 pages
19h 56m
English
Content preview from Restaurant Franchising, 3rd Edition
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Franchisor–Franchisee Relationships 299
&
look. In the new logo, Wendy is popping out of the circle, mak-
ing her appearance more approachable rather than confined to
the circle. Also the handwritten font is much more personal look
(Gasparro & Chaudhuri, 2012).
Corporate visual identity helps establish and maintain a
company’s corporate image. Color and design of a company’s
logo can provide that visual identity. Results of a study (Hynes,
2009) strongly indicate that consumers make clear judgments
about the image of a firm from the logo design and form strong
opinions about which colors are appropriate for different corpo-
rate images. Logos serve ...
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