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This study is the first analysis of the influence of the design of the logos of the National and Natural Parks of Spain on social attitudes toward these protected areas (PAs). The effect of certain elements in the logo of a PA on its attractiveness and on support for its conservation was explored through a questionnaire survey of groups of university students. The respondents were asked to choose between different park logos, using three main criteria: tourist interest, conservation priority, and willingness to pay for conservation. The results showed a higher preference for PAs whose logos include animals and a lower preference for those with heritage elements. No significant differences were found in terms of types of university programs. The results suggest that greater attention should be paid to the role of iconographic elements in considerations of the protection and management of landscapes. This study adds to our understanding of the social mechanisms that influence the interest of the public in Natural and National Parks. These results can be used to increase the involvement of the general population in conservation goals, contributing to the social, economic, and environmental sustainability of PAs.
