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aries1988 : logo   2

Branded in Memory
The bite, which is the logo's most iconic feature, was included for scale, so the apple wouldn't be mistaken for a cherry.

Starbucks' current logo, introduced in 2011, is a streamlined version of the two-tailed siren. It no longer features the "Starbucks Coffee" text and is pure green, as opposed to green and black. Despite this simplification, only 6 percent of people drew a near perfect Starbucks logo from memory.

The question at the heart of this experiment is "How accurately can we recall logos we see on a daily basis?" The results show that most people are very good at recalling brand colors – around 80 percent selected the correct palettes for their drawings, while shapes and elements in logos are harder to recall.

There was, however, a difference by age. On average, younger people drew more accurate logos than older people. This was true across almost all brands, but was most noticeable for 7-Eleven, Burger King, and Adidas. Walmart was least affected by age, showing no difference between younger and older groups.

Confidence scaled with accuracy, so while people in general overestimated how well they did, those who did best had the best awareness of their ability.
logo  design  advertising  fun  comparison  data  memory  poll  infographics  analysis 
october 2017 by aries1988

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