- Strengthening the brand-identity and the company culture
- Visualizing the company-identity
- Inseminating trust
- Sensitisation of the perception and gaining a stronger identification with the company
- Increased reputation
- Extending the valuation period for a company
- Intensified public perception
- Triggering joy and a sense of pleasure
- The brand is supposed to be perceived as more likeable
- Showing cultural responsibility
- Arousing desires
- Utilizing art as a powerful instrument for cultural bridge building
When do Logos make us happy?
The first working title of a scientific investigation at the Westfälische Wilhelms-Universität Muenster (WWU). At the university of Muenster, a scientific study was conducted which investigated the effects of Ferencz Olivier´s unique art and finally even ended p in dissertation.
Background of the Scientific Investigation
Logos, more precisely brand logos, are graphic signs that usually represent organisations, companies or products. They are the figureheads for the right holders and brand owners and constitute an essential component of the company´s identity. Logos can either be designed as a purely figurative mark, wordmark or word- and design mark.
First of all, alone the logo-design is a demanding task that requires creativity, talent and inspiration. That means that the brand logo itself can be regarded as a “small“ artwork itself that delights the spectators and is liked by them.
In addition, brand logos can earn very distinctive degrees of familiarity. For example, only for the merchandise performance of biros, over 500 figurative marks (logos) are registered at the DPMA (Deutsche Patent- und Markenamt). The most famous representatives hereof are by far not those which stand out because of their distinctly artistic design. That means that the distinctive level of renown does not directly come from the logo´s beauty or its artistic value – in contrast to many other works of art. Instead, the level of of a figurative mark´s renown correlates strongly with the company´s marketing efforts. Brand awareness alone and thus also the expensive advertising efforts are no god predictors for the attractiveness of the connected brand. Therefore, it is necessary to distinguish between brand awareness and attractiveness of a brand logo.
Econometric investigations have proved that the true brand asset is not based on the brand awareness, but on the brand´s appeal. The brand logo marks the brand. Thus the logo is the perceivable stimulus of the brand that triggers the appeal process. If it is not possible to explain the attractiveness of a brand logo, neither by its artistic design nor by the advertising efforts made, the question arises by which mechanism a successful brand logo generates its attractiveness.
A far-spread hypothesis is that complex associations and experiences with the brand logo play a crucial role when it comes to the true attractiveness of the logo. When confronted with a brand logo, memories are retrieved. If these memories are predominantly positive, being stimulated by the brand logo will result in positive emotions. These emotions are – in contrast to econometric or artistic factors – not easily quantifiable or scientifically evaluable, but presumably, in contrast to the two other factors, they play THE crucial role for a brand´s success.
Even if it is impossible to detect emotions directly by fMRI (functional magnetic resonance imaging system), this technology has successfully been used in the past to measure the activity in the human reward system. This reward system constitutes the neuronal basis for emotions and motivation.
The first scientific research using fMRI on the effect of brands and their logos on the human brain was already successfully undertaken 15 years ago.
Still, one question has not yet been answered till today: When is the effect of a logo on the reward system especially high? Can the effect of an attractive logo of a successful brand on the reward system be enhanced by additional artistic aspects or is it the logo design itself as an abstract key stimulus in itself that composes the logo´s effect?
- Scientific support: Prof. Dr. med. Heinz Wiendl, University Professor at Universitätsklinikum Muenster, Director of the Clinic for General Neurology at Universitätsklinikum Muenster (UKM)
- Project planning and scientific implementation: Westfälische Wilhelms-Universität Muenster, Clinic for General Neurology, AG Functional Medical Imaging
- Artistic support and supply of stimulus material: Ferencz Olivier, freelance artist, thematic focal point artistic interpretation of word- and figurative marks and well-known representative of Corporate-Art, der Chronicle- and Logo-painting.
Video-Transcription - Artgoals
Oscar Wilde once said: "The goal of art is simply generating an atmosphere." It is easy for art to generate an atmosphere.“ and the author Kurt Tucholsky said almost 100 years ago “A picture says more than 1000 words“.
As a fine artist, I have been dealing with the artistic interpretation of word- and figurative marks for almost 25 years. And in this time I have created almost 200 painted artworks dealing with company- and brand logos. The overall feedback concerning my artistically depicted logos, from the commissioners as well as from the many visitors and spectators, is solely positive. Mostly, the customers had their word- and figurative marks or the history of their companies painted on the occasion of an anniversary, a new build or a reconstruction.
The artworks have emotionalised and impressed the spectators for a long time. Internal analysis within the companies and inquiries by employees and customers have confirmed that the impression of the works, which appear like findings of a cultural artefact, convey a feeling of happiness and trust and radiate a feeling of safety, as solid as a rock.
Out of personal interest, these perceptions have been noted again and again in my repeated customer surveys, which I have made in certain intervals.
Many customers have confirmed that my artworks have prolonged the timespan for the evaluation of a company because of longer involvement with the company behind it. These insights were communicated to the commissioners on the occasion of the presentation of my artworks.
Experiences like:
- Company is perceived as more winsome
- Logos painted in my style are looked at more intensively and they emotionalise
- The painted logos make curious, as there is more to discover
- Artistically depicted logos attract the spectator´s notice more strongly
- My painted logos are associated with values and trust
- The painted company history makes the company more popular
- Identification with the company is enhanced and the spectator´s consideration of the company is prolonged
- Enhanced attention for a company
- A sense of pleasure emerges when looking at the artwork
All these results have made a team of scientists from the Westfälische Wilhelms-Universität Muenster curious and have lead them to conduct a systematic investigation of the mesolimbic reward system, using an fMRI.
Under the guidance of the Director of the Neurologic Department of the University Clinic Muenster, Prof. Dr. Heinz Wiendl, a subject group was shown 25 of the logos that I had painted in a stimulation paradigm on a display in the tube. The goal of this investigation was to find out in how far the human brain reacts differently on artistically modified aspects of a logo, in order to verify my hypothesis on the reward system. The results of this study were impressive and confirmed all described effects in the field of word- and figurative marks.
I have summarized and pictured these results here, in 25 squares with text and symbols.
Artgoals Results - Description of the 25 squares
Higher Attention
The analysis showed an activation of the visual cortex, the painted logos received more attention.
Clover Leaf
A clover leaf symbolizes luck. In comparison to the original logos, the artworks by Ferencz Olivier generate increased feelings of happiness.
Trust
The artworks´ impression, as if they have been created ages ago, suggest a feeling of trust for the spectator.
Emotional Attraction
The test persons felt attracted by the artworks, because the multiple layers of paint and the vintage style were perceived more emotionally.
Better Brand Recognition
Because of the multi-layer painting technique, more information is disclosed to the spectator, resulting in uniqueness and better brand recognition.
DNA becomes visual
By additional photo material of the company and its products, the origin of the company and the products are visualised.
Art > Original
The level of brain activity when looking at the logo artworks of Ferencz Olivier was always higher than that which the test persons showed when looking at the original logo.
Activating the visual Cortex
The visual cortex, a part of the cerebral cortex, is strikingly more strongly activated when looking at the artworks by Ferencz Olivier than when looking at the trademarked original logos.
Original > Art
In order to confirm the scientific evidence, the investigation was repeated the other way around by subtracting the higher values of the artworks from the values of the original logos.
Longer Evaluation Time Span for a company
By intensively occupying oneself with the artwork, the time spent on evaluating a company and its products and services is prolonged as well.
Corporate-Art
Corporate-Art visualizes the mental and sensual levels of a company, its tradition, its creations, its uniqueness in the past, present and future with artistic means.
Inaugural Dissertation
The scientific study of the Westfälische Wilhelms-Universität Muenster was concluded with a dissertation.
Strengthening company culture
By raised awareness when looking at the logo artworks, the company can position itself more successfully in public perception, which contributes to strengthening company culture.
Joy
The artist´s own experience confirms that not only the test persons in the study have shown feelings of joy when looking at the artworks, but also the customers.
Visualising the corporate identity
The radiance of the logo artworks with their supplemented picture material in the for of a collage reflect the respective corporate identity without words.
Surplus value
The insight that an increased perception and a prolonged consideration for the company is a consequence of looking at a logo artwork by Ferencz Olivier, is an effective surplus value for a brand.
Brand is perceived as more likeable
A company occupying itself with art is generally perceived more positively. If it additionally occupies itself artistic modifications of its signet, it is perceived as even more likeable.
Winner
Regarding aspects of attention and long-term perception, all artistically modified logos by Ferencz Olivier have won the direct comparison to the original logos.
Increased Perception
The insights provided by the analysis of the scientific study allow the assumption of an increased perception of the logo artworks.
Solid as a rock
The effect of the artworks impart security and they appear solid as a rock and seem to allegorically have prevailed through ups and downs or times of unrest.
Standing out against competitors
Works of art dealing with a company and its logo, increase the spectator´s attention, they emotionalise and tell a true and memorable story. A significant advantage in competition with which a company can stand out against its competitors.
Stronger Identification with the company
In our fast-paced society it is necessary to create anchoring spots for attention. The placement of artworks in companies signals pride and reflects appreciation and respect. It thus promotes cohesion and creates identification.
Compass
The logo with artistically modified aspects fits perfectly into the pictoral world of a memorised brand identity and creates a compass leading the way to a common goal.
Cultural Asset
The Artworks by Ferencz Olivier remind of fresco painting in the Italian Renaissance. They appear like a cultural asset and additionally serve as a means of intercultural bridge building.
Teaching Traditions and Values
The results of the study and customer surveys have shown that the artistically designed company- and brand logos by Ferencz Olivier teach traditions and values.
The results of the study have shown that all logo artworks by Ferencz Olivier have lead to a stronger impact in comparison to the original artworks.
The artist´s works inseminate more joy, arouse covetousness and cause the spectators to occupy themselves longer and more intensively with the company logo and the corresponding company more intensively.