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Branded in Memory
Whether you are creating your brand from scratch or re-branding what has grown old, there are many important factors to consider. Today, we will focus on the central design that encompasses every element of your brand, a logo. When choosing a logo, you want to think of components beyond the logo as it will be your guide for all designs, collateral, advertising and even content. It’s important you love it, but also remember you want your target audience to fall in love enough to remember it the next time they are in your market.
The drawing experiment consisted of 156 participants from ages 20 to 70 being asked to draw 10 popular logos in 30 minutes using only their memory. As expected, the renderings were far from perfect. For example, nearly half of the drawings showed the Starbucks mermaid without a crown, which she does wear.
Think you could do better? As communications professionals who are constantly analyzing brands, to say we overestimated our abilities is an understatement. V&A team members reviewed the Branded in Memory article to reveal the next iconic logo that they then tried to draw from memory.
Above are the attempts at Domino’s, 7-Eleven and Starbucks.
According to the findings, elements and shapes within a logo are harder to recall than brand colors, which 80 percent of the people nailed. This information not only further confirms the importance of your brand colors but can also help you expand your brand identity.
Throughout advertising, social media and marketing tactics, it is likely you are attaching your logo to it all. This habit is crucial to legitimize your content but consider heightening the use of your logo’s colors as well. For example, instead of posting a picture to your business Instagram with only your logo in the corner, include a colored overlay or a banner in addition to the logo. Your brand’s colors are simple but effective tools to send another subliminal message to your audience.
Signs.com also found that people struggle to remember the current or true logo when brands are always changing or using strong symbols that connect to their brands but are not actually a part of the logo. The more complicated or off-target a logo drifts, the more difficulty your consumer will have remembering its true form.
It’s important to note that your brand is most likely not as well known as Apple or Adidas. If true, how can you test your logo? I challenge you to first draw your own logo from memory and then ask a handful of active consumers, employees and friends to do the same. The goal of any branding should be its ability to connect the consumer to the organization.