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    Innovation, Imitation, Legitimacy and Deviance in the Design of Graphical Trademarks in the United States, 1884-2003

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    Author
    Bowie, James I.
    Issue Date
    2005
    Keywords
    Trademarks
    Logos
    Symbols
    Graphic Design
    Corporate Identity
    Visual Identity
    Advisor
    Galaskiewicz, Joseph
    Committee Chair
    Galaskiewicz, Joseph
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Abstract
    Graphical trademarks, or logos, represent important aspects of organizational identity and have become ubiquitous in society. Although the conventional wisdom of practitioners in design and business dictates that trademarks should be unique and distinctive, anecdotal evidence suggests that many trademarks appear to be similar to one another. This dissertation attempts to understand patterns of similarity and difference in graphical trademark design through the lens of neoinstitutional theory in sociology. Using data on trademarks from the United States Patent and Trademark Office, the designs of the over 750,000 graphical trademarks filed in the United States between 1884 and 2003 are analyzed in terms of their content, design complexity, and degree of design realism or abstraction. A series of hypotheses regarding trademark design dynamics is tested. Evidence is found suggesting that, rather than providing distinctiveness, trademarks serve to provide legitimacy to organizations by imitating the symbols employed by other organizations, particularly those within the same industry. Further analysis examines the institutionalization and deinstitutionalization of norms in trademark design within industries over time. Finally, the survival of trademarks that deviate from design norms, relative to more normal trademarks, is studied. While such "deviant" trademarks do not seem more likely to be abandoned or cancelled or to expire, further study suggests that trademarks that adhere most strictly to design norms are more likely to survive in use over time.
    Type
    text
    Electronic Dissertation
    Degree Name
    PhD
    Degree Level
    doctoral
    Degree Program
    Sociology
    Graduate College
    Degree Grantor
    University of Arizona
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