Logo Design for Bangwee Fried Chicken Shop

Abstract

This research, entitled “Logo Design for Bangwee Fried Chicken Shop,” aimed to design a logo that clearly communicates the shop’s brand identity and to evaluate consumers’ satisfaction with the developed logo. The study employed a qualitative research approach. The sample consisted of 100 customers who had previously purchased products from Bangwee Fried Chicken, selected through convenience sampling. Data were collected using both closed-ended and open-ended questionnaires and were analyzed through content analysis and descriptive analysis.

            The findings revealed that consumers perceive the logo as a crucial element reflecting the shop’s image, credibility, and product quality. The overall satisfaction level was at the highest level (x̄= 4.98, S.D. = 0.13). When considering each dimension, the aspect of perception and impression showed a mean score at the highest level (x̄= 4.98, S.D. = 0.14), followed by the meaning communication dimension (x̄= 4.98, S.D. = 0.13) and the applicability dimension (x̄= 4.98, S.D. = 0.14). All dimensions were rated at the highest level. In particular, the distinctiveness of the logo and its ability to reflect the shop’s identity received the highest mean score (x̄= 4.99). Moreover, Logo Design No. 1 was the preferred option, as it was perceived as clear, modern, and effective in communicating the characteristics of the fried chicken business.

            In conclusion, a well-structured logo design that aligns with business characteristics and consumer perception plays a significant role in enhancing brand recognition and strengthening the corporate image of local food businesses. Such design also contributes to competitive advantage and positively influences consumers’ purchasing decisions in the long term.