1 A Study of Logo Form, Tone and Attribute Preferences ... - ANZMAC

transactions. Future research should test logo preference without any selected attributes to
obtain less biased feedback. This is particularly important for the business stakeholders,
possibly a more rational stakeholder group than other groups such as employees or PWDs
(Lynch & De Chernatony, 2004). As a very important aspect of brand identity elements for
organisations struggling to communicate effectively to their different stakeholder groups, we
recommend SEAs embrace consultative logo design and carefully consider the ratings of
attributes stakeholders attach to a logo design in addition to logo form and tone. In so doing,
SEAs could more consistently affect local employer inclusivity of PWDs in the workplaces.
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