2000), “Changes in Logo Designs: Chasing the Elusive Butterfly Curve,” Working Paper

Some logo designs are changed or updated on a regular basis while others remain unchanged for decades. If a two-factor model of exposure effects and the discrepancy hypothesis applied to preference for changes in logo designs, periodic incremental changes would be optimal. A series of empirical studies, however, discovered that the preference for changes in logo designs was better explained by social judgment theory, such that no change is preferred, but slight changes are well tolerated. 3 Well-known trademarks, logos and other corporate identity designs (all of which will be referred to as “logos ” in this study for the sake of simplicity) are valuable assets of the companies that own them and an integral part of the persuasion efforts. Many companies concern themselves with maintaining the value of these visual assets. Logo designs appear on advertisements, packaging, annual reports, letterhead, business cards, signs, and are incorporated into the designs of the products themselves (Henderson and Cote 1998). Identifying the brand of a product by recognizing the log