Analysing the complex relationship between logo and brand

Logos are identified as a useful tool within the complex strategy of brand communication. However, the focus on logos has concerned some researchers who attest that a logo is only a minor consideration in place branding where a policy-based approach is required. This paper will argue that logos are critical in place branding in so much as they serve as a tool to help form the foundation of the visual strategy for a place branding campaign. The power of the visual cannot be underestimated and maximising the capacity of a logo through a flexible identity creates a visual repertoire to unite communication strategies and enhance branding. This paper highlights the need to move away from the discussion of the single logo entity and instead focus debate on the integration of the entire suite of visual structures used to create meaning.

Impact of the Pick and Tick food information program on the salt content of food in New Zealand

The Pick the Tick programme of the National Heart Foundation of New Zealand aims to provide a framework for cooperation with the food industry to improve nutrition labelling and to develop a healthy food supply. Food manufacturers, whose products meet defined nutritional criteria, are able to display the Pick the Tick logo on food labels. The tick is used by 59% of shoppers in assisting them make healthy food choices. Food companies are encouraged to reformulate product composition if they fail to meet criteria and develop new products to specifically meet the Pick the Tick criteria. The objective of this study was to evaluate the impact of the programme on food formulation. The main outcome measure was the amount of salt not added to food products. Changes to sodium levels were multiplied by the volume of sales and then converted to salt in tonnes to provide a tangible measure of the impact of the programme. In a 1-year period, July 1998 to June 1999, Pick the Tick influenced food companies to exclude ~33 tonnes of salt through the reformulation and formulation of 23 breads, breakfast cereals and margarine. Breakfast cereals showed the largest reduction in sodium content by an average of 378 mg sodium per 100 g product (61%). Bread was reduced by an average of 123 mg per 100 g product (26%) and margarine by 53 mg per 100 g (11%). Pick the Tick appeals to the food industry as a tool for marketing food products and has provided an incentive to improve the nutritional value of foods. The tick on approved products not only acts as a ‘nutrition signpost’ for consumers but can also significantly influence the formulation of products without sacrificing taste or quality.

Mathematics in microworlds: showing the flag!

This article presents an overview of how to use Logo programming to draw national flags. This activity moves away from overt geometry to implicit geometry.

Microworlds and mathematics: playing with melodies

The author looks at the effects of replaying a sequence of sounds or musical notes in reverse temporal order. He presents some programming ideas which illustrate how to use MicroWorlds and Logo programming to play a tune forwards, backwards and even upside down.

Programming your - objects (turtles, textboxes, sliders and buttons) in microworlds

This article outlines some new-object commands of Logo Microworlds and includes the use of buttons, sliders and programmable colours. The ability to assign object properties including font, colour and frames are discussed. As is assigning object-instructions and commands such as click on and clickoff, launch and cancel. Programming the turtle, making a new turtle, running simultaneous turtles, programming graphic colours and sliders as well as understanding dotimes are explored.

Computing in a social context : gender difference in participation

The thesis reviews the literature relating to girls and computing within a framework which is structured around three specific questions. First, are there differences between girls and boys in their participation in class computing activities and/or in non-class computing activities? Second, do these differences in participation in computing activities have broader implications which justify the growing concern about the under-representation of girls? Third, wahy are girls under-represented in these activities? Although the available literature is predominantly descriptive, the underlying implicit theoretical model is essentially a social learning model. Girl's differential participation is attributed to learned attitudes towards computing rathan to differences between girls and boys in general ability. These attitudes, which stress the masculine, mathematical, technological aspects of computing are developed through modelling, direct experience, intrinsic and extrinsic reinforcement and generalisation from pre-existing, attitudes to related curriculum areas. In the literature it is implicitly assumed that these attitudes underlie girl's decisions to self-select out of computing activities. In this thesis predictions from a social learning model are complemented by predictions derived from expectancy-value, cognitive dissonance and self-perception theories. These are tested in three separate studies. Study one provides data from a pretest-posttest study of 24 children in a year four class learning BASIC. It examines pre- and posttest differences between girls and boys in computing experience, knowledge and achievement as well as the factors relating to computing achievement. Study two uses a pretest-posttest control group design to study the gender differences in the impact of the introduction of Logo into years 1, 3, 5 and 7 in both a coeducational and single-sex setting using a sample of 222 children from three schools. Study three utilises a larger sample of 1176 students, drawn from three secondary schools and five primary schools, enabling an evaluation of gender differences in relation to a wide range of class computing experiences and in a broader range of school contexts. The overall results are consistent across the three studies, supporting the contention that social factors, rather than ability differences influence girls' participation and achievement in computing. The more global theoretical framework, drawing on social learning, expectancy-value, cognitive dissonance and self-perception theories, provides a more adequate explanation of gender differences in participation than does any one of these models.

A content analysis of sponsor representation across professional sport websites : extension of attribute typology

The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen’s kappa were adopted as indexes to verify this. The findings show sponsors’ logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites.

Health labelling can influence taste perception and use of table salt for reduced-sodium products

Objective : To investigate the effect of front-of-pack labels on taste perception and use of table salt for currently available and sodium-reduced soups.

Design : Within-subject design.

Setting : Sensory laboratory.

Subjects : Participants (n 50, mean age 34·8 (sd 13·6) years) were randomly served nine soups (250 ml each) across 3 d. Servings differed in: (i) health label (i.e. no health label, reduced-salt label or Heart Foundation Tick); and (ii) sodium reduction (no reduction – benchmark, 15 % less sodium or 30 % less sodium). Before tasting, participants rated their expected salt intensity and liking. After tasting, participants rated their perceived salt intensity and liking, after which they could add salt to the soup to make it more palatable.

Results : Reduced-salt labels generated a negative taste expectation and actual taste experience in terms of liking (P < 0·05) and perceived saltiness (P < 0·05). Perceived saltiness of sodium-reduced soups decreased more (P < 0·05), and consumers added more salt (P < 0·05), when soups carried the reduced-salt label. The tick logo and soups without health labels had no such influence on taste perception.

Conclusions : Emphasizing salt reduction by means of a front-of-pack label can have a negative effect on taste perception and salt use, especially when consumers are able to taste differences between their regular soup and the sodium-reduced soup. Overall health logos which do not emphasize the reduction in salt are less likely to affect perceived salt intensity and therefore are viable solutions to indicate the healthiness of sodium-reduced products.

An assessment of existing bicycle advisory pavement marking on urban roads

Bicycle advisory treatments are used to advise road users of the potential presence of cyclists and of the location where cyclists may be expected to ride on a road. They include pavement markings, warning signs, guide signs, and as such have no regulatory function. The most common type of bicycle advisory pavement markings is the shared lane marking. Other forms of bicycle advisory pavement marking have also been trialled and used in several local jurisdictions. The bicycle awareness zone is an example of such facility which has been trialled and used in southeast Queensland, Australia since the late 1990s. A bicycle awareness zone is similar to shared lane marking in principle but differs in the type of logo and, in some cases, location of its placement on the road. This study assesses the operational and safety issues at three bicycle awareness zone sites by analysing video-assisted observation data collected in 2011 by Queensland Department of Transport and Main Roads, Australia. Of the several applications of bicycle awareness zones, this study only covers a particular application where the centre of the bicycle symbol is placed exactly over the parking edge line. Unlike previous studies, which mostly covered before-and-after evaluations of bicycle advisory pavement markings, the focus of this study is to assess whether the placement of bicycle awareness zone symbols has been successful. The aggregated results from video-assisted observational data show that the cyclists did not always track themselves over the centre of the symbols. Rather, both the cyclists' lateral tracking positions and road user interactions varied with the widths of kerbside parallel parking space. Since the bicycle awareness zone symbols are not positioned on the cyclists' desired line of ride on some roads, their operational effectiveness and safety value are questioned.