This thesis explores how favourable attitudes are formed when the semantic associations of a logotype are congruent with brand personality. By analysing the attitude response to varying brands sets, the findings from this thesis indicate that congruency within the underlying connotations of the logotype and brand personality did in fact produce positive responses in both attitude and aesthetics. Through the congruency research in this thesis, several influential factors affecting the attitude formation process towards a brand have been found. These factors include varying degrees of font appropriateness effectiveness, the over-powering effect of semantic associations and how underlying consumer behaviour tendencies affect purchasing decisions. The methodology for this project drew on two surveys completed by approximately 200 participants. Two logotypes and two brand slogans are cross-paired with each other resulting in four "brand" variants containing congruent and incongruent brand elements. Findings from this thesis emphasise the importance of underlying semantic associations in typography, as well as bringing a fresh perspective for graphic designers, typographers and type designers to assist their future work with successful logotype design.