Recently, many companies strategically change their corporate identity using capital or small letters to convey their own distinctive corporate image to consumers. Although many industry reports and newspapers mention about different consumer responses according to different logo type, there has been few academic research specifically focused on this topic. Thus, this study aims to empirically investigate the different consumer responses to different corporate identity, especially with a capital or small logo type. In order to investigate differential consumer responses to different logo type, 2X2(capital/small logotype, general/italic type) Factorial ANOVA experimental design was conducted. As a unit of analysis, corporate identity of Korea Electricity Power Corporate(KEPCO) was selected because the company was widely known in Korea as one of the largest public utility company. For consumer response measurement, 42 original items of Aaker’s (1997) brand personality was borrowed in order to keep consistency with previous literature. Total 391 consumers (including 102 KEPCO employees) responded to the survey questionnaire and 390 responses were analyzed excluding seemingly not sincere responses with incomplete items. The major findings of this study can be summarized as follows: first, capital logo type turned out to give more ‘sincere/honest’, ‘competent/successful’ feelings to respondents, while small logo type conveyed more ‘smooth/feminine’ consumer emotions. Second, there were considerably diffe rences between general customers and employees' of KEPCO : general consumers considered CI with capital/italic and small/general logo type more competent/successful and rugged/masculine, while employees of KEPCO perceived that capital/general logo type was more competent/successful and rugged/masculine but small/italic logo type was more smooth/feminine. The above findings may provide useful managerial implication to the companies considering CI construction or renewal. Possible limitations of the research were discussed and future directions of study were also suggested.