# Professor Tom Meyvis discusses new research showing the impact of a company's logo on customer perception

1 Faculty News February 1, 2016 ![Fast Company logo](/sites/default/files/styles/246w/public/assets/images/uat_026723.jpg?itok=PGORMP3v)>

Excerpt from [Fast Company](http://www.fastcodesign.com/3056130/evidence/why-the-shape-of-a-companys-logo-matters) -- "'It makes sense that the features of your logo are going to have this effect,' [Meyvis](http://www.stern.nyu.edu/faculty/bio/tom-meyvis) says. 'It’s what’s called priming—the idea that you prime certain concepts in someone’s mind by showing them something that’s associated with this concept.'"

[Read more](http://www.fastcodesign.com/3056130/evidence/why-the-shape-of-a-companys-logo-matters)