A three-item unipolar scale measuring how clearly a logo is perceived — specifically the degree to which it appears visually clear, complete, and immediately legible. Developed to examine consumer responses to incomplete or unconventional typeface logos, the scale captures the perceptual readability dimension of logo evaluation and is theoretically distinct from the aesthetic or creative appeal of a logo. The readability emphasis makes it particularly relevant for logo design and visual identity research.
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 = .89 — Hagtvedt (2011). VALIDITY: Not reported. Response scale anchored at 'not at all' (1) and 'definitely' (7). Items are single-word or short-phrase descriptors rated as unipolar attributes. Developed and validated specifically for evaluating typeface logos; application to pictorial or abstract logos may require item review. NOTE: This scale was used alongside the companion Logo Interestingness scale (ATLI) by the same author — using both scales simultaneously provides a more comprehensive assessment of logo evaluation covering both clarity and aesthetic engagement 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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