Branded as fuzzy memories
So this sign company did a study to see how accurately people can remember the features and colors of famous brand logos.
They asked over 150 Americans to draw 10 famous logos from memory as accurately as they could. The results reveal how these well recognised emblems largely exist as fuzzy memories in our mind’s eye. I found these two especially interesting:
The Target logo is one of the simplest logos to remember and draw. Despite that, 48% of people weren’t able to draw it, with 40% getting the wrong number of circles.
Only 20% nailed the Apple logo, one of the main reasons being that most people drew an old version of the logo – these days the Apple logo is black, not silver/white. 5% of people even drew the logo as rainbow-striped, which was how the Apple logo looked between 1977 and 1998 (i.e. pre-1984 and the launch of the Apple Mac computer).
84% of people remembered the bite in the apple, although 20% of them placed the bite on the left side of the logo, not the right. Nearly one in three people drew a stalk.
Considering that Apple’s logo literally surround us every day – on Apple devices in our pockets, on our wrists, and on our desktops – you’d think that recalling Apple’s simple logo should be a no-brainer, right?
So what does all this mean? We “see, but do not observe”, as Sherlock Holmes once said. Logos of big brands are so widespread and familiar to us that we don’t need to have a photographic memory of them to recognize and engage with them. We just need to remember enough to get by.
Perhaps you think you would have fared a little better. If so, let me ask you a very simple question: What color is the second letter in eBay’s logo?