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The Metaphorical Expressions Of Symmetry Within Brand Marks

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Briony THOMAS and Jamie MARSDEN


"Organizational symbols are said to be a reflection of organizational strategy, and therefore are designed with the intention of communicating some aspect of a given corporation. However, whilst it has previously been noted that symmetry is prevalent in abstract corporate symbols—particularly in the financial sector—there has been little systematic investigation into the communicative potential of symmetries within the context of organizational symbols. Firstly this paper presents the findings of a survey of the top 100 financial brands and discusses the frequent occurrence of symmetry within these symbols. A subsequent exploration of the association between brand values and the perception of symmetry within these brand marks is discussed alongside recommendations for further study."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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