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

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dc.authoridDeveci, Muhammet/0000-0002-3712-976X
dc.authoridCelik, Tugce/0000-0002-2953-6373
dc.contributor.authorKara, Karahan
dc.contributor.authorErgin, Elif Akagun
dc.contributor.authorYalcin, Galip Cihan
dc.contributor.authorCelik, Tugce
dc.contributor.authorDeveci, Muhammet
dc.contributor.authorKadry, Seifedine
dc.date.accessioned2025-01-21T16:44:48Z
dc.date.available2025-01-21T16:44:48Z
dc.date.issued2025
dc.departmentKırıkkale Üniversitesi
dc.description.abstractBrands 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.
dc.identifier.doi10.1016/j.eswa.2024.125382
dc.identifier.issn0957-4174
dc.identifier.issn1873-6793
dc.identifier.scopus2-s2.0-85203791322
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1016/j.eswa.2024.125382
dc.identifier.urihttps://hdl.handle.net/20.500.12587/25506
dc.identifier.volume260
dc.identifier.wosWOS:001317506600001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherPergamon-Elsevier Science Ltd
dc.relation.ispartofExpert Systems With Applications
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_20241229
dc.subjectSustainable Brand Logo; Artificial Intelligence-Supported Logo Design; Picture Fuzzy Sets Weights by Envelope and; Slope Method; Alternative Ranking using Two-Step Logarithmic Normalization Method; Picture Fuzzy Yager Weighted Average; Aggregation Operator
dc.titleSustainable brand logo selection using an AI-Supported PF-WENSLO-ARLON hybrid method
dc.typeArticle

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