What Makes a Logo Memorable? New Study Finds Out.

Christine Birkner
Marketing News Weekly
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Key Takeaways
​WHAT: Siegel + Gale released “Logos Now,” a study that measures how logo styles evoke distinct brand perceptions and personalities.

SO WHAT: The study found that the most memorable logos in the U.S. and U.K. are simple and deliver positive brand benefits.

NOW WHAT: Marketers should develop logos that are distinctive, yet simple, to best connect with their customers.
Logos are a brand’s calling card, the visual representation of its marketing efforts, and they resonate with consumers on a variety of fronts. On Oct. 2, global brand strategy, design and experience firm Siegel + Gale released “Logos Now,” a study that measures how logo styles evoke distinct brand perceptions and personalities—in other words, what makes logos memorable. 


The study found that the most memorable logos in the U.S. and U.K.Nike, Apple, Coca-Cola and McDonald’shave several common characteristics: namely, they are simple and deliver positive brand benefits. The study also found that consumers are more likely to attach positive attributes to familiar logos, and find brands with familiar logos to be trustworthy, respectable and reliable.

For more on logo design, check out "Marks Men," Marketing News' profile on Chermayeff & Geismar & Haviv, the storied design firm responsible for some of history's most iconic logos, including Chase, Mobil, NBC, PBS and National Geographic. 

This article was originally published in the October 20, 2015, issue of Marketing News Weekly​​​​.​


Author Bio:

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Christine Birkner
Christine Birkner is the senior staff writer for Marketing News and Marketing News Weekly. E-mail her at cbirkner@ama.org.
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amandabsheppard@gmail.com
October 22, 2015

Suggested point of clarification: most marketers shouldn't develop logos; designers should develop logos that convey the brand messages developed by marketers.

William Darley
June 16, 2016

Christine: Greetings! I am unable to download an article I'm interested in. Can you help me get access to the following article..."Gallup Shares Research Best Practices from Sub-Saharan Africa" by Christine Birkner? Thanks for the help, William K. Darley (wd4361@gmail.com)

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