@article{2018,title={DETERMINATION OF THE OPINIONS OF GENERATION Y (MILLENIALS) TOWARDS BRAND LOGOS: SPORTS SHOES SAMPLE},abstractNode={Branding is the image process that differentiates products and services from each other and creates an emotional connection with the consumer. Consumers are heavily influenced by visual imagery while purchasing products. The one that best reflects this image is the logos of typographical signs and visuals used to distinguish one product from the other. For consumers, logos which mean the name and identity of the brand should represent the brand and the product. A visually good logo design, at first glance, creates a brand-related quality perception in the mind of the person. For this reason, logo design is important for brands. In the study, the attitudes of 400 people in generation Y (millenials) in the central district of Aydın province regarding the logos on the shoes were determined while purchasing sports shoes. In addition, opinions about where logos should be found on sports shoes and how the logo should look like were identified. 16 statements were prepared within the scope of the research. In this context, factor analysis was applied by using SPSS 22 package program. As a result of the factor analysis, four factors named as logo simplicity, visual appeal, colour and individuality were found. Later, Mann Whitney and Kruskal Wallis test were conducted. According to the Mann Whitney U test, it was determined that the simplicity (F1) and the visual appeal (F2) sub-dimensions differ according to gender. When looking at the Kruskal Wallis test result, it is seen that the colour (F3) and individuality (F4) sub-dimensions differ according to age, simplicity (F1) and visual appeal (F2) ) sub-dimensions differ according to marital status, individuality (F4) sub-dimension differs according to educational status and colour (F3) sub-dimension differs according to occupation.},author={Ebru ONURLUBAŞ-- Derya ÖZTÜRK},year={2018},journal={Kesit Akademi}}