The Influence of Brand Logo on Brand Recognition and Recall among Public Universities in Nairobi County, Kenya

ABSTRACT: Brand logos are central visual identity elements that encapsulate an institution’s values and facilitate recognition. This study examined how brand logos influence recognition and recall among students in four public universities in Nairobi County, Kenya. A mixed-methods approach was used, combining survey responses from 301 students with qualitative comments from open-ended questions. Results show that 76.5% of students agreed that their university’s logo was unique and easy to remember, while 75.7% agreed it created a strong association with the university’s identity. Thematic analysis highlighted symbolism, colour, and simplicity as the most salient features influencing logo effectiveness. The findings underscore the pivotal role of logos as cognitive anchors of institutional identity and suggest that universities can enhance brand salience by designing distinctive, meaningful, and simple logos.

KEYWORDS: Brand logo, brand recognition, brand recall, corporate visual identity, public universities, Kenya.