航空公司品牌標誌（logo）乃是其品牌視覺識別之一重要元素，也是與顧客溝通公司經營理念、文化或價值的重要工具，本研究分別以兩個子研究來探討航空公司品牌logo設計特性與地域、經營模式之關聯，同時也從顧客美感認知角度，來分析對其刻板印象認知之影響。研究一：蒐集全球超過700家航空公司之品牌標誌，就色彩、造型、圖像與文字三方面設計特性來進行系統性的統計與分析，結果發現航空公司品牌logo 設計特性有若干共通性，但也隨著地域及經營屬性的不同而存有差異。研究二：則以大學生為潛在顧客，選定不同國家七個航空公司品牌logo為分析個案，經蒐集將近400位大學生之態度資料並加以分析，結果發現受訪者對航空公司品牌logo之美感利益感受愈高，其對航空公司認知之親和力與能力便愈高；然若知覺品牌logo之對立美感愈高，則對航空公司之親和力與能力有負向的認知。本研究綜合歸納全球航空公司品牌logo設計特性，及以顧客觀點印證logo對刻板印象認知之影響，研究成果可作為航空公司檢視其品牌logo傳遞經營理念或文化之一致性，亦可為擬訂行銷策略之參考。

Airline brand logo is one of the important elements of brand visual identity. It is also a key medium to deliver the airline's philosophy, culture, and value to customers. This study took two sub-studies to respectively investigate the association between the design elements of airline brand logo and the regions where the airlines from and airline business models and analyze the influence of potential customers' perceptual aesthetic of the logo on airline stereotype contents. The first sub-study investigated more than 700 airlines' brand logo design characteristics including colors, styles and visual motifs, and text typefaces. Through the statistical analysis, we found that there are some common design elements among the brand logo of airlines; however, some specific characteristics are associated with airlines regions and business models. The second sub-study selected seven different airline brand logos as cases and collected perception data from nearly 400 college students. After conducting model analysis, the outcomes revealed that higher perceptions of aesthetic of an airline brand logo would lead to higher cognitions of warmth and competence of the airline; in contrast, higher perceptions of antithetic of an airline brand logo would generate negative perceptions of warmth and competence of the airline. The study integrates global airlines' brand logo design elements and verifies the impact of the consumers' perception of logo aesthetic on airline stereotype images. The implications for airlines are that airlines can see the congruences of their brand identity and also for marketing strategies.