Brand Values and the Perception of Symmetry

J. L. Marsden and B. G. Thomas
Proceedings of Bridges 2012: Mathematics, Music, Art, Architecture, Culture (2012)
Pages 471–474 Short Papers


The designers of corporate brand marks—otherwise known as logos—exploit symmetry for its ability to express notions of equality, cohesion and stability. However there has been little systematic investigation into how symmetry, within this context, is perceived. This paper presents the preliminary findings from a pilot survey that investigated the association between brand values and the perception of symmetry in financial services brand marks, and discusses the implications for further study.