TAF PUBLISHING

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 the Pruksa brand was selected as our case study due to its top-selling margin. Through questionnaire interviews, 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 the logo’s main elements and the attitudes toward brand personality between the two groups above 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 meet their client’s preferences at the same time are proposed.