Brand loyalty is more stable for market leaders than for others. The eyes have it Logos are meant to enhance a company's corporate identity. To achieve positive consumer evaluations, say researchers Pamela Henderson and Joseph Cote, logos should be elaborate, symmetric, natural, and should evoke strong associations. They base their recommendations on a study that surveyed subjects on 195 real logos. In a second study, they found that these four characteristics also affect a logo's recognizability.
People are able to discriminate more accurately among logos that are natural or representative.
Symmetry and elaborateness, on the other hand, create the illusion of familiarity. A market leader will want to ensure that a logo is accurately recognized, while a relatively unknown company with a small communications budget may opt for a logo that evokes the illusion of familiarity.