Context of Transgression
Companies often spend millions on the design of their logo in the hope of differentiating their brand, building loyalty, and boosting overall performance. A new study finds another reason to get the logo right: It can cushion the brand in the event of a corporate transgression. Across five experiments, the researchers showed that a cute design—one with babylike features—can inspire consumers to “take care of” the brand if it comes under attack.
–Harvard Business Review