A new
study by Siegel + Gale has found that the most memorable logos were 13% more
likely to get consumers' attention and 7% more likely to encourage consumers to
learn more about the brand.
And, when
people recognize a logo , they are likely to ascribe traits like trust, respect
and reliability to the brand.
The
top four most memorable logos for the 3,000 U.S. and U.K. residents surveyed were
Nike, Apple, Coca-Cola, and McDonald's.
(Greenberg, 2015)
So
what do you think? Do you feel this way
about these brands? And do you attribute
any of those feelings to their logos?
What
about the most memorable logo you can think of?
How does it make you feel more connected to the brand?
Greenberg,
K. (2015, October 9) Memorable Logos
Drive Brand Affinity. mediapost.com. Retrieved October 9, 2015, from
19 comments:
Logos can definitely increase brand awareness of customers, but it does not necessarily increase sales. I know Coca-Cola, and McDonald’s, but I barely drink Coca-Cola or east in McDonald’s because I know they are not healthy. I buy Nike and Apple products because on the one hand, they have really good quality, on the other hand, those two brands are approved by the society, so I develop a sense of approval by purchasing their products.
I think people ascribe traits like trust, respect and reliability to brands when they recognize a logo because they associate those brands to the people who are using them. I know that many people purchase a product because they recognize the logo from a celebrity.
Starbucks has one of the most memorable logo. When i see the Starbucks logo, I think of the place, the physical store, instead of the drinks because Starbucks is not about the drinks, but the place where you can have a third place other than home and office. The logo itself does not make me feel more connected to the brand, but the association between the logo and the positive traits make me feel more connected to a brand.
The logo of the brand has everything to do with the entire experience of the product. I agree that when people recognize a logo they are likely to attribute not one, but many traits like respect and trust. The logo is essentially the identity of the company and is its representation in a graphic. I believe that logos are essential to the success of the business' overall marketing strategy. Consumers essentially identify themselves with the brands through their logos.
I do feel a sense of respect whenever I see these particular iconic logos because they have been around for such a long time. They are extremely distinguishable amongst other logos and hold a certain superiority.
The most memorable logo I can think of is the Google logo. It has been around for probably more than ten years or so and is still a brand I can rely on. I use their search engine on a daily basis. When I think of Google's logo, I think of legitimacy.
I would have to agree with the study in that Nike, Apple, Coke, and McDonalds have very memorable logos. These logos have been advertised and integrated as symbols of American culture. I would say just about everyone knows these logos no matter what age you are. As far as traits ascribed to the brands, I would not necessarily attribute trust, or respect to McDonalds, but maybe the other three I would more so. I do not attribute, trust, respect, or reliability to McDonalds because I have watched several documentaries about the fast food industry and learned just how manipulative and gross these companies can be, despite a cleaner image that they try and sell the public. Nike and Apple I would attribute more trust, reliability and respect to because I have used both their products many times and have had positive experiences with them. When I think of Coca-Cola I think of classic and reliability. When I thought of the most memorable logo I could think of the first one that popped into my head was Coca-Cola, but I would also have to say that the facebook and google logo are also two very memorable ones that are perhaps more memorable to millennials and Gen X. A memorable logo can make you feel more connected to the brand because it makes it feel more personal. You can connect a logo to particular experiences or memories that you have while using a product sold by the brand.
Dori G.
I agree with the survey in stating that Nike, Apple, Coca-Cola, and McDonald’s are the four most memorable logos. Personally, I do not attribute any sort of emotions or feelings towards these logos. I am not a soda drinker and if I do drink soda I prefer a Sprite or 7UP. I cannot remember the last time I ate at McDonalds. I do not have an I Phone but I do have an I Pod but that is because it was given to me. I do have a pair of Nikes. I bought them because they were on sale; I prefer Converse sneakers.
Generally, any kind of logo pertaining to a brand does not have any emotional impact on me. I will mention two logos that do create some feelings within me. First is the Fania logo. This was one of the first record labels geared towards the promotion of Salsa music starting around the late 60’s. Every time I see the logo I know it’s going to be good music and this reminds me of the many times I have been with my family and we are all dancing having a glorious time. The other logo would be the gold crown on the back of a Hallmark card. My mother has always been very keen on cards. You don’t need to have a gift but God help you if you don’t have a card. I can remember going to the Hallmark store to get a personal and emotional card for her birthday or Christmas. Now, although I don’t go to the Hallmark store (I’m not even sure if they are still around) I usually look for that little crown on the back of the card.
I agree Gaby, Google's logo is definitely an iconic one! One thing that I think is interesting with their logo is that they have managed to create their own significant style and colors too. I think we all have seen that the logo changes sometimes (e.g. because of current events, holidays, news, etc.), but it is still so easy to recognize thanks to the specific combination of green, blue, red, and yellow! I think this is great, since it means that only by showing these certain shades of colors, people will regocnize the brand.
I definitely think and agree with that a memorable logo that feels familiar to you gives you some sort of trust, reliability, and respect. To me, it almost equals with authority as well.
I think that the logos for Nike and Apple are good, because they are both simple and clean, which those brands' products are too. Also Coca-Cola's and McDonalds' logos look quite tacky and cheap in my opinion, which I honestly think are two words that describe those brands wuite well too... So, I think that all those logos are quite good since they go well with what those brands sell (both in terms of products and brand image). Although I only shop from Nike and Apple, I think that all those four logos actually means reliability for me. I know what I get and what I would get from those brands.
However, I don't like Coca-Cola and McDonalds logos, and they don't mean trust for me, because I think they sell very unhealthy products and don't see how they really contribute the world a better place with what they sell, and I also don't think they really want their customers' best. In addition, I have read that Coca-Cola has terrible work conditions and that the way their products are being produced and transported all over the world are really harmful to our environment. Lastly, I have read several articles about the Dasani water, that is owned by Coca-Cola, which actually makes you thirsty when you drink it... (http://wellnessandequality.com/2014/02/19/dasani-bottled-water-has-4-ingredients-tap-water-known-teratogen-lethal-drug-and-salt/) Hence, I don't trust Coca Cola at all.
When I think of memorable logos, I think of logos that have been copied a lot, but still look like the original. For example, fashion brands like Louis Vuitton, Chanel, Gucci, and Ralph Lauren.
Other memorable logos are for example IKEA, Virgin, and Google, because of their font and colors. Another interesting logo is Starbucks, which is quite weird in one way. The brand sells coffee, cookies, cafés etc., and their green and white mermaid doesn't make that much sense in one way... However, it is still very easy memorable!
I think it is very hard to pick just one logo that is very memorable. However, if i have to say one I actually say McDonalds. Although i don't really like that brand, they have really managed to create their own symbols (the M and the Ronald McDonald clown), their colors (the bright yellow and red), and their own font (the round-shaped letters). I think a great and memorable logo need all those things, a unique font, specific colors, and a memorable symbol.
Lastly, I just wanted to share this article that I found and whih I think gives some other good tips about how to create a good logo: http://www.logoworks.com/what-makes-a-great-logo/
I agree that all four logos will go down in history as being one of the most memorable logos and each company did a brilliant job. As a child and throughout my teens, just seeing the McDonald’s logo conjured warm and fuzzy feelings. Today, it’s the opposite and the same thing goes for Coca-Cola. When I see the logos today, I automatically think of distrust.
I’m a loyal Apple customer and when I see the iconic logo, I feel good about the brand that I’ve chosen and trust they will put out good, reliable products. Regarding Nike, I think they did an amazing job with the logo and their brand equity is impressive. Their slogan, ‘Just Do It’ has made it into our everyday lexicon. But, whenever I think about Nike, images of children in Asia working tirelessly on sneakers that retail over $100 in the US come to mind. I also think of Michael Jordan and his lack of empathy of inner city kids killing each other over his sneakers. When I see the Nike logo, I think of greed.
There are so many memorable logos, but the most recent has to be Facebook, Twitter and Instagram. These logos are such a huge part of everyone’s life, whether people want it to be or not. It’s funny how these logos do not provoke feelings of trust and reliability for me. I respect the brands, but do not have a blind attachment to them.
In the fashion industry, logos such as Chanel, Louis Vuitton, Gucci, Prada, Tiffany, and Ralph Lauren will forever be iconic and exude prestige. No matter if you like these brands or not, they embody luxury and prestige. Although I may not own all the high fashion brands, I do feel a connection because they symbolize wealth, quality, tradition, being timeless, and exclusive.
In the car industry, I think one of the most famous logos has to be Mercedes Benz as well as BMW, Audi, Porsche, etc. New comers such as Tesla is making a mark for themselves. Even though living in NYC doesn’t require having a car, I feel very connected to Tesla because it represents a lot of my own values – environmentally conscious. When I see theTesla’s logo, I think of trust, reliability, quality, ahead of their time, and respect.
Logos are definitely crucial to brand recognition. I am a bit surprised that the numbers (13% and 7% consumers’ attention and encourage to learn about brand, respectively) aren’t higher. All four brands, Apple, Nike, McDonald and Coca-Cola can elicit feelings of trust and reliability. For instance I attribute trust and reliability for both Apple and Nike. I trust their product is well made and that I can rely that it will do the job that it’s supposed to do. While McDonald's and Coca-Cola, I can both rely that they will always taste the same wherever I go to purchase them.
The most memorable logos I can think of are luxury brands such as Chanel, Louis Vuitton, Gucci, and Mercedes Benz. I attribute them to luxury, well made, high-end, expensive and classic yet modern products. It makes me feel more connected to them because my Mom has all those brands. Since childhood I’ve seen and been exposed to those brand logos and the reasons for my Mother's loyalty towards those brands. They elicited feelings trust, respect and reliability for her. She trusted them for their quality, and longevity, respected the history of the brand and relied that they are well-made and will last a long time.
I am more likely to purchase those brands myself when I can afford them.
Girlie E. Gaviola
I believe that while a brand logo does attribute to the identification of a brand, it is really an integrator of the marketing efforts of the brand, a reflector of such effort, and the icon of what the brand means to its customers. In essence, a good logo can be a synthesizer of a brand that is readily used by customers for identification, differentiation and positive associations. While for me personally these listed brands aren't as moving for me as I'm sure they are for a significant amount of others, I do believe that the logos used with these brands do in fact have a significant positive effect on customer commitment to a brand, and thereby a significant impact on company performance in terms of revenues and profits.
One logo that I find to be memorable that makes me feel connected to the brand is NYU's torch logo. To me it represents the continued pursuit of light, knowledge, and academic excellence. All of which are what I seek in my institution of higher education.
- James Dalley
I am in total agreement with Siegel + Gale findings. I think a logo is very important, it helps to quickly recognize a product when consumers are making a purchase decision. However, companies need a strong marketing campaign to support the value of the brand.
One of the most important things in a brand is its logo. The logo is the identity of a company, and when it is executed correctly, it is a great communication tool that helps to recognize a company's unique value proposition. The logo should be repeated consistently in all advertising and corporate vehicles, so it is easy for a consumer to link the main message to the logo. Global companies such as Apple, Coca Cala or McDonald utilize consistence advertising guidelines around the world, so no matter in which part of the planet consumers are, they can easily purchase their products.
To the point about if a logo helps to sale a product, absolutely! In this market with hounded of services and products, consumers are so confused that they will pick what it is known, and Marketers work hard to make sure the company's logo is visible and consistence at POS.
I do not attribute certain feelings to a brand because of their logo, I do believe the entire marketing campaign convey a message and the logo is the icon to make consumers be connected to the message of the campaign and produces the feelings, emotions and connections to the brand.
I have to agree with Siegel + Gale. Companies like Nike, Apple, and even Coca-Cola have attracted me to buy their goods. I guess the cynical consumer within me will have to say that I will only become a customer (and even a loyal one) if and only if I support the company and if I find their goods valuable or worthy of purchase. I can't even remember the last time I ever ate at McDonald's, so I won't purchase anything from there anytime soon, however, I do understand that this logo is possibly the most recognized logo in the world. It is simple, it is big, it is memorable, and people of all ages know that when they see the large red "M" they will automatically think of the fast food chain.
The list is endless when it comes to memorable logos. When it comes to electronics, Apple takes the spot. The logo and the name (as well as the customer loyalty and reviews) were enough to attract me to buy the Apple goods. For cars, Mercedes, BMW, and Toyota are memorable because of personal stories associated with the brands. Not only are these cars safe and reputable but I also have priceless memories with these cars. For fast-food brands, my loyalty falls towards Dunkin' Donuts.
The point is, even though I can go on and on about memorable logos, the reason for my loyalty involves more than just the logo itself. I need to know that the companies that I invest in are reputable and have worthy products. Images are everything these days and time is short, therefore companies need to create a visual representation of what the essence of the brand is so that in one quick glance, I can get an understanding of what the company represents. Logos need to be appropriate and timeless, however this has not always the case. Coca-Cola has not changed its timeless logo over many decades, however, Pepsi is constantly changing its logo, which is interesting.
Siegel + Gale was right with the study, however, personally, I need to know more about the company and need to take a lot into consideration before I go ahead and become a loyal customer.
-Sweta P.
Coca-Cola and Mcdonalds are not my favorite, they do not inspire trust; their brand recognition on the other hand I respect. Nike and Apple are undoubtedly the winners here in my mind. Nike and Apple are performance enhancing, I feel a connection to them because they actually produce personal progress and success. Mcdonalds and Coca-Cola hold no value in that department. Nike has my respect, trust and recognition, when wearing Nike it can contribute to a persons appeal, style and fitness. Its a brand you're comfortable being associated with. I don't feel like people are so proud to flaunt a McDonalds bag, its something you sneak home and eat in shame.
Whenever I see the Apple brand, I associate it with innovation. I have such a strong association with it because their products have never failed me, they innovate the computer industry heavily, and their advertising has aesthetic appeal.
When I see the Coca-Cola logo, I associate it with their happiness campaign. I see the family sitting together, laughing over dinner. The red resonates with passion and they have used to it build quite a strong association. I feel the physical urge to drink coke every time I see their products.
So yes, I do feel strong emotions towards logos if I have been exposed to enough effective advertising. On the other hand, f they have a bad association, I won't buy the product, like Subway as of recent. The brand's advertising campaigns create history and imprints itself in our memories, formulating into subconscious urges when we see a logo.
When thinking about the four most memorable logos among U.S. and U.K. survey respondents (e.g. Nike, Apple, Coca-Cola and McDonalds), I am inclined to agree. For different reasons, these logos are distinct: the Nike swoosh memorable for simplicity; the Apple apple quite literally representative of the company name; McDonalds’ golden arches a perpetual symbol guiding America’s highways and almost neighborhood; Coca Cola’s cursive logo amidst the red and white and ground a mainstay of nearly every restaurant and beverage-peddling retail outlet. While I do think the brands are universally recognizable, the disparate reasons I outlined indicate why they are memorable. The Nike swoosh is easy yet distinct enough to elicit imagery of the text that frequently appears alongside it (“Just do it”) whereas Coca-Cola’s logo is simply memorable because of how widespread Coca Cola product placement is – as opposed to the logo itself being especially notable or easily committed to memory like the McDonald’s ‘M’ or the Apple apple. The logos do not really inspire anything in me beyond representing the most readily identifiable logos of the most popular American brands. The most memorable logo I can think of is CNN. That this is the most memorable is probably more a reflection of my own interests (i.e. I watch CNN) and the fact that it has, not unlike Nike, Apple, Coca-Cola or McDonalds, left it’s logo unchanged for nearly the entire duration of the brand’s life.
- Peter J.S.
I think that when I see brand logos that I recognize, I do feel "safe" or at least reassured - in that I instantly know what to expect from their product/service. I may not think that McDonald's has amazing food, but I know that at the very least, I won't get sick from eating it and I know what is available to order (especially if I'm traveling and I'm somewhere unfamiliar or can't be sure of sanitary conditions at local restaurants, etc.) The same goes for other brands/logos, for example, for me, I am not technologically savvy so if I had to go out and choose a Smart TV to buy, rather than go with an unknown brand/logo, I would opt for a Sony TV because I know Sony has been around for a long time and I've had other Sony products before and I know that they are reliable. Sometimes I think logos may be reassuring because of how long a brand/company has been in existence. In a way, it's because a company has proved themselves in some way or another by their product/service to continue to stay in business and that, I think subconsciously, gives me a sense of reassurance. If their product/service wasn't good/safe/long-lasting/provide some sort of benefit, I would think that they would have not stayed in business and faded from public consciousness. So I don't think a logo can exist independent of a brand/company. If the brand/company was "no good", I don't think we would recognize a logo and then attribute qualities like trust, respect and reliability to the brand. (The exception might be if a brand/company was so horrible that you would remember the logo because of it's terrible product/service.)
I was a bit surprised the most memorable logos are only 13% more likely to get consumers' attention; I would think that percentage would be higher.
To me, brands like Apple, Coca Cola, McDonalds and Nike are 4 of the brands which give me the strongest psychological feeling, even without buying them (I only buy Apple products and buying Nike is rare).
From when we are kids, we've seen most of these brands around us. Although my feeling to McDonalds was very positive during my childhood (i loved it!), it has changed a lot when I became older.. that mainly had to do with giving more priority to living a healthy life and pay attention to the food I eat. To me, this means the psychological connection to the brand (logo) is a very strong foundation and will be always something you feel connected with.
The part that these logos can increase trust and respect, I agree with. However, to me personally it doesn't increase reliability; I have developed my own opinion about the brands over the past years and a logo is not increasing my reliability to the brands.
The increase of the trust to me mainly has to do with the fact that these are well-established brands who have been around for such a long time so consumers are more likely to take another look at their messages. Because of my own opinions about brands like Coca-Cola and McDonals, I don't trust their ads and won't start buying their products because of what they communicate in their ads.
Another very memorable logo to me is Chanel; it's the perfect example of a logo which personally shows me trust, respect and reliability. I like how the brand uses the logo in the right way that fits the products; Chanel wants to make us look and feel more beautiful, whether it's jewellery, cosmetics or fashion. They link the logo to this by using it for earrings or perfume packaging which makes consumers want to buy it even more.
- Lucette
I think that the logos are very important and more now when the people are doing everything really fast and is easier to remember a logo than a write name. For example if you want to sell something in Internet with remarketing, the best way to remember you is with a good logo.
Sometimes I feel strange with these brands because I know that these companies are very important and they make good products, but some times I feel that we are paying more only for the name like with Apple or Nike. Not the same with Mcdonad’s or Coca Cola because they are selling food and drink. The logos are important for these feeling because we can recognize quality when we see them.
I don’t know if is the most memorable logo that I saw but now I can remember a case in Spain about a company in telecommunications. It was Movistar de Telefonica. They made a campaign for change the logo to a new one but they didn’t inform to the people about this change and the consumers did not know what company was. So for 2 or 3 week we saw only ad’s and campaigns with a big green “M” and nothing more, no name and no information. All the people were asking was that and spoke about this campaign. Finally they Telefonica said that it was them and they change they logo of Movistar. For me was a nice campaign and I think it was successful for Them. Here you can se the difference: http://www.brandemia.org/wp-content/uploads/2012/07/evolucion_movistar.jpg
Oscar
Personally I agree to the Siegel + Gale research. They are powerful indeed,due to, a very well structured work on how those brand reach their consumers around the world, from the visual style on their spots and the activities they keep on doing around the streets based on a philosophy that states all their thoughts in a way that people understands,I mean coca cola is equal to happiness since 2000`s to the actual date.
I don’t attribute the feelings to the logos beyond them is an understanding of the whole meaning of the brand and a lifistyle they created for us to feel the brands and make them remarkable .
The most memorable logo for me is the one that was used on Francis Ford Coppola`s Godfather movies (Do you remember the puppeteer hand that holds all the strings?)
I feel so connected with the brand just with the logo, because with it I can deduce and feel the whole plot about that movie and the universe of feelings each character feels held by the puppeteer hand (the Godfather hand that controls everyone`s fate in the whole series)
Nike Swoosh- Just Do it
Perhaps on of the most memorable logos I can think of is the Nike logo. This logo is the renown swoosh. I believe its strong memorability can be contributed to a number of elements. Firstly, its design is aesthetically pleasing and eye catching. It is simple and sleek, and not too busy.
The logos connotation is also very much in line with the company’s goals and vision. The swoosh is comparable to a check mark, or being on the right track. Just do it, go for the right thing. The design and thoughts associated are very intertwined which makes it very easy to remember the logo.
The distinctive shape of the Nike logo also contributes to its memorability. It has a very distinct and eye catching curve that can easily be identified. No matter what color the logo is made, the swoosh’s shape is very discerning.
- Mikella
Post a Comment