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.
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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