Sustainable brand logo selection using an AI-Supported PF-WENSLO-ARLON hybrid method

• Published in: Expert systems with applications Vol. 260; p. 125382
• Main Authors: Kara, Karahan, Akagün Ergin, Elif, Cihan Yalçın, Galip, Çelik, Tuğçe, Deveci, Muhammet, Kadry, Seifedine
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 15-01-2025
• Subjects: Alternative Ranking using Two-Step Logarithmic Normalization Method; Artificial Intelligence-Supported Logo Design; Picture Fuzzy Sets Weights by Envelope and Slope Method; Picture Fuzzy Yager Weighted Average Aggregation Operator; Sustainable Brand Logo; Picture Fuzzy Yager Weighted Average Aggregation Operator; Alternative Ranking using Two-Step Logarithmic Normalization Method; Sustainable Brand Logo; Picture Fuzzy Sets Weights by Envelope and Slope Method; Artificial Intelligence-Supported Logo Design
• ISSN: 0957-4174
• DOI: 10.1016/j.eswa.2024.125382

Brands use logos to reflect their identities and convey their company character to target customers. Logos not only represent brand value but also provide various information about brands. Companies aiming to emphasize sustainable brand value also seek to showcase this aspect in their logos. Therefore, sustainable brand design and development are preferred. The focus of this research is on sustainable brand development through Artificial Intelligence-supported logo design and developing a decision support system for selecting the best logo among Artificial Intelligence-generated logos. In this study, Artificial Intelligence-supported logo design is explained, and the Multi Attribute Group Decision Making approach is adopted for identifying the best logo among the obtained logos. The Picture Fuzzy − Weights by Envelope and Slope − Alternative Ranking using Two-Step Logarithmic Normalization hybrid method is proposed for logo decision-making, combining the Weights by Envelope and Slope criterion weighting method using picture fuzzy sets with Alternative Ranking using Two-Step Logarithmic Normalization alternative ranking methods. Additionally, the Picture Fuzzy Yager Weighted Average aggregation operator based on Yager t-norm and t-conorm operations is employed. The steps of the hybrid method are outlined, and its algorithm is formulated. To test the applicability and robustness of the algorithm, sustainable logo design for an architectural firm is developed and executed as a real-case study. The research concludes that Artificial Intelligence-supported sustainable logo design can be achieved, and the hybrid method can support determining the best logo based on expert opinions. Based on the research findings, the hybrid method is recommended for sustainable logo design and selection.