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One basic strategy that most organizations use in differentiating itself from others is brand identification, which normally expresses in the form of a logo. It is predominantly required in all kinds of business, especially the corporation that pays great attention to its identity and image, a particularly real-estate developer. The main objective of this research was to compare the preferences between residents and staff members of the company toward logo design elements consisting of type font, graphic, and color. The most recent annual sales of property development businesses in Thailand were reviewed, and Pruksa brand was selected as our case study due to its top-selling margin. Through questionnaire interview, samples of two groups including 1) A hundred and fifty residents of Pruksa’s low-rise and high-rise residential properties in Bangkok and 2) Forty Pruksa’s staff members were randomly selected to rate three types of logo preference in terms of uniqueness, recognition, and aesthetics. The preferences concerning logo’s main elements and the attitudes toward brand personality between the aforementioned two groups were analyzed by T-Test and Chi-square statistics, respectively. Guidelines for real-estate logo design aiming to represent brand personalities-sophistication, excitement, simplicity, and security-while meets their client’s preferences at the same time will be proposed.

Residential versus organizational preferences toward logo of property developer in Thailand