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This research studied brand logo features by comparing between fast moving consumer products and durable products. The representatives of both product groups consisted of cosmetic and furniture businesses respectively. This study focused on three important components of brand logos, which are pictures, colors and font characters. Data for logo picture studied was collected from 400 samples using judgmental sampling technique and questionnaire survey. Data analysis from previous research and literatures were employed for logo color and font. According to the results for the cosmetic products, the chosen suitable picture was related mainly to emotional benefits. The selected logo color was pertinent to feminine, luxury, mystery and loyalty. The font characters in this respect were connected well to attractiveness, happiness and feminine. Regarding the furniture products, the suitable picture was related mainly to functional benefits. The selected logo color was pertinent to stability, reliability, trustworthy, dependability and durability. The font characters in this respect were connected well to stability, rigidity and conformist.

THE STUDY OF BRAND LOGO FEATURES: COMPARISONS BETWEEN FAST MOVING CONSUMER PRODUCTS AND DURABLE PRODUCTS