ABSTRACT
The use of online services has become very popular among consumers nowadays, especially since the outbreak of the Coronavirus. One of the most visible services is the use of online taxi. In this regard, the brand and the logo are the first step of introducing the company, so its crucial role cannot be ignored. In this study, we examine the positive effect of brand logo typeface on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the findings show that the brand logo typeface has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference.