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How Well People Remember Iconic Logos, According To Study Of 1,500 Drawings
By Mikelle Leow, 28 Aug 2017
Image via Signs.com
If your personal aesthetic consists of an iPhone in one hand and a Starbucks frappucino in another, you would think that you’ve had the Apple and Starbucks logos memorized down pat. However, a study suggests that people don’t remember famous logos as well as they had initially perceived.
Recently, Signs.com asked 156 Americans to sketch 10 iconic logos from memory, and the 1,500-plus drawings collected 80 hours later were amusing, to say the least. “Far from being stamped perfectly in our collective memory, these ubiquitous emblems largely exist as fuzzy visions in our mind’s eye.”
In an email to DesignTAXI, content agency Fractl sums up a few ironies about brand recognition. For example, though Starbucks distributes 18 million cups of coffee each day, only 6% were able to accurately recreate its logo.
IKEA’s logo is apparently the most recognizable, with almost one-third of participants drawing near perfect logos.
The mind’s eye gets confusingly undermined with the following results: over 20% of participants drew a crown atop their renditions of the Burger King logo—the design hasn’t included one in over 50 years. Furthermore, one in three artists had added a stalk to Apple’s logo.
Signs.com has created 10 infographics displaying the illustrations from the 156 participants. Accompanying them are some amusing GIFs reimagining what storefronts and products would look like with these new logos. Check out some visuals below and head over to the full post to view them all.
Click to view enlarged version
Interpretations of the Burger King logo. Image via Signs.com. Click to view enlarged version
Interpretations of the Apple logo. Image by Signs.com via GIPHY
Interpretations of the Starbucks logo. Image by Signs.com via GIPHY
Interpretations of the IKEA logo. Image by Signs.com via GIPHY
Interpretations of the Adidas logo. Image by Signs.com via GIPHY
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