Effects of Adding Dual-Logo Panels to Specific Service Signs

Abstract

Currently, FHWA's Manual on Uniform Traffic Control Devices for Streets and Highways allows only one business logo to be placed on a logo panel. Dual-logo panels were proposed by business owners as a solution to the complaint that single locations operating two or more business brands are ignored and unduly restricted to limited highway signing. Business owners are concerned that separate logos do not convey to the public that two brands are available at the same location; they believe that dual logos provide a means of linking services that are combined under the same roof. However, the use of dual logos raises concerns related to category placement, dual-logo recognition and legibility, and information overload. This research effort addressed several of these issues through the use of a timed survey in which subjects were asked to indicate whether various business logos were present in a series of photographs that included both single- and dual-logo panels. The objective was to gain some understanding of whether the use of dual logos would reduce the effectiveness of the logo signs. The results of the survey indicate that dual logos have lower recognition levels at shorter response times, but that, in general, the difference in recognition levels between single and dual logos decreases as both exposure time and driver familiarity with the business increases. The research results did not indicate a need to prohibit the use of dual-logo panels.