The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia

A corporate image is a strategic tool used to create positive feelings of organisation value, strength and quality in the minds of consumers through the corporate visual identity elements such as corporate name, typography, colour, and graphic design. However, previous studies have argued that there is limited research on the
relationship between these four elements towards the corporate image. Examining the relationship between the corporate name, typography, colour, and graphic design on the corporate image as a comparative study was the primary objective of this research. This study hypothesises that corporate name, typography, colour, and
graphic design have a significant relationship with the corporate image. A quantitative research design was employed for this study. Self-selection technique was utilized to determine the sample unit. Online questionnaires through Facebook was used to collect data from 205 respondents of Maxis consumers and 200 respondents of DiGi consumers. A seven-point Likert scale was used to measure the research items. SPSS 20.0 was used to analyse and compare the findings. The results revealed that the corporate name, typography, colour, and graphic design statistically relates with corporate image of Maxis and DiGi mobile phone service provider. The findings support the predicted hypothesis. The Maxis corporate name, typography, colour, and graphic design were shown to have a higher impact on the corporate image compared to the DiGi corporate name, typography, colour, and graphic design impact on the corporate image. The significant findings support attribution theory and contribute theoretically to academic knowledge enhancements regarding corporate visual identity and corporate image of Asian context and Malaysia in particular. Practically, the findings likewise contribute to the telecommunication companies regarding the impact of a corporate name, typography, colour, and
graphic design implication to build a positive corporate image, increase recognition and sustain competitive advantage.