What’s so memorable about your logo?
If you think that good branding is all about the logo – this research by US company Signs.com will make you think again!
You see Signs.com have been asking people to draw famous logos from memory and the results may surprise you.
Global corporations like Ikea, Starbucks, Apple, Burger King, Adidas and Domino’s spend fortunes on perfecting their logos so that they register in the minds of the millions of people who see them across the world every day.
However, it seems that what people actually remember is NOT the logo itself. Overwhelmingly, it is the brand’s colours that are fixed in the customer’s mind, and NOT the design of the logo at all.It is the brand's colours that are fixed in the customer’s mind and NOT the design of the logo at all Click To Tweet
This is something that we try to get across at www.BeYourownGraphicDesigner.com when clients ask us if they need to update their logo to boost their branding. Almost invariably we advise against it.
What we do is to introduce them into the method of using consistent colour referencing in everything they do.Use consistent colour referencing in everything you do to make your brand memorable Click To Tweet
But don’t just take our word for it…
Signs.com said in their findings
“…we asked over 150 Americans to draw 10 famous logos from memory as accurately as they could. Based on more than 1,500 drawings created over a period of 80 hours, the results reveal that, far from being stamped perfectly in our collective memory, these ubiquitous emblems largely exist as fuzzy visions in our mind’s eye.”
Here is an overview of their findings:
6% drew a near perfect logo
31% drew the old logo (it was updated in 2011)
55% drew the mermaid but forgot her tail
45% drew the mermaid but forgot her crown
BUT 98% correctly identified the green colour associated with the brand.
20% drew a near perfect logo
16% forgot the apple bite
22% drew the bite on the wrong side
25% forgot the leaf
31% drew a stalk
BUT 72% correctly identified the grey / black colour associated with the brand.
18% drew a near perfect logo
9% drew an entire blue circle
21% drew the old logo (it was updated in 1999)
21% drew a crown that has never been part of the logo at all!
BUT nearly all correctly identified the yellow & red associated with the brand.
12% drew a near perfect logo
11% drew too many stripes
21% Wrote Adidas with a capital ‘A’
12% forgot the leaf
31% drew the old trefoil logo (which was updated in 1997)
BUT 92% correctly identified the colour black associated with the brand.
16% drew a near perfect logo
15% drew the old logo (it was updated in 2013)
37% included more than 3 dots
14% forgot the dots altogether
BUT 96% correctly identified the red / blue colours associated with the brand.
30% drew a near perfect logo
12% brand name not written in capital letters
14% wrong brand colours
41% drew an oval background
BUT 86% correctly identified the blue / yellow colours associated with the brand.
I’m sure it’s not just me who finds this fascinating!
If this summary has also interested you, please read the report in full by hopping over to https://www.signs.com/branded-in-memory/.
And if you’d like to take a more detailed look at what we do here at Be Your Own Graphic Designer, and see how we can help you boost your brand online quickly, easily and affordably click here https://beyourowngraphicdesigner.com/the-collection/ to view our collection of beautifully colour coordinated, downloadable images to use on your social media and website.
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Looking forward to seeing you there,