From torches to trees: Political party logo changes and voter perception

Abstract

Logos are a prominent visual signal used by virtually every European political party. Most of these parties have also changed their logo at some point in their history. Despite the ubiquitousness of both logos and logo changes, little is known about voter attitudes towards this element of the party brand. To examine these questions, we first provide a theoretical framework that can be used to understand party logos and logo changes. We then implement a survey experiment in the United Kingdom to determine if voters notice these logo changes, how these may affect the issues that voters associate with the party, and how competent they perceive the party to be on these issues. Our findings provide suggestive evidence that voters notice and consider changes to the party logo, and that these changes can alter the issues that voters associate with the party. These findings provide the groundwork for future studies on party logos.