Percepcja polskich i rosyjskich logotypów reklamowych: aspekt wizualno-graficzny
PERCEPTION OF POLISH AND RUSSIAN ADVERTISING LOGOTYPES

Summary/Abstract: A well-designed logo contains a signet and a logotype which complement each other and familiarize the audience with the object’s profile. Modifications in the shape of letters should be introduced in a way that does not affect the features determining the interpretation of the sign. Otherwise, the logotype loses its readability and its persuasiveness decreases. The commercial sign should be properly interpreted within a few milliseconds. It is important for the recipient to be able to read it even during a short projection. The paper analyses the readability of logos containing logotypes with significant modifications of the shape of the letters or their transformations into iconic elements.

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