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The researchers conducted five studies with 638 adults who looked at animated and stationary logos, along with exciting and sophisticated products. Among the study’s key findings was that agent ...

After he landed on the idea of integrating animated characters into branded logos, he set about fine-tuning his process. Subscribe to the Compass newsletter.

Carroll School of Management associate professors Henrik Hagtvedt, left, and S. Adam Brasel studied the impact of "agent animation" company brand logos on consumers. (Lee Pellegrini) Animated logos ...