Research on Logos

The October 2014 issue of The Atlantic has an interesting article titled “Status Anxiety.”  It briefly summarizes eight recent studies of logos.  To me, the most interesting study argued that people with resources but no great desire to display their status (e.g., those with old money) prefer understated logos from companies like Gucci.  Another study found that people of lower status were more willing to pay a logo premium, “presumably to compensate for lower status.”

It’s short but interesting.