The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception

• Main Authors: Wang, Zheng, Musdi, Shanat, Louis Ringah, Kanyan
• Format: Article
• Language: English
• Published: Sciedu Press 2022
• Subjects: NC Drawing Design Illustration; NX Arts in general
• Online Access: http://ir.unimas.my/id/eprint/40999/1/The%20Effect%20of%20Serif.pdf; http://ir.unimas.my/id/eprint/40999/; https://www.sciedupress.com/journal/index.php/jbar/article/view/22993
• Institution: Universiti Malaysia Sarawak

An appropriate and well-designed logotype is essential to create brand awareness and positive brand perception. The effect of different typefaces has not been well researched in the luxury fashion sector. This paper expands on previous findings on typeface applications, in which two studies test t...