A three-item unipolar scale measuring the degree to which a logo is perceived as aesthetically engaging, interesting, and artistically distinctive. Items tap the experiential and creative dimensions of logo evaluation — whether the logo captures attention and conveys artistic quality — rather than its functional legibility. Alongside the companion Logo Clarity scale, this instrument provides a two-dimensional account of logo perception separating aesthetic interest from perceptual clarity.
7-point unipolar (not at all / definitely)
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .91 — Hagtvedt (2011). VALIDITY: Not reported. Response scale anchored at 'not at all' (1) and 'definitely' (7). Items are single-word descriptors. Developed and validated specifically in the context of typeface logos; application to other logo formats or visual stimuli may require revalidation. NOTE: Companion to the Logo Clarity scale (ATLC) by the same author and study — these two scales were designed to be administered together to capture the full perceptual evaluation of a logo across legibility and aesthetic dimensions.
Hagtvedt, Henrik (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86–93.
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