A new study by design firm Siegel+Gale has revealed which global brand logos are the most recognisable – and why.
According to the firm, the key to a memorable logo design isn’t always as simple as brand power, but also has a lot to do with the type of logo treatment.
The study looked at more than 100 logos of the world’s top brands.
While many of the top logos had big brands (and big marketing budgets), many logos from companies on the same level were more forgettable and bland.
Respondents in the study said that the most memorable logos were simple and organic, or had their own custom look.
An example of an organic logo is the BP logo – while the custom woodmark logo is along the lines of Instagram’s logo.
On the other hand, unfamiliar brands were boring and described as “tacky” and “pretentious”.
The 10 most memorable logos in the world
Nike – 16.0%
Apple – 15.6%
Mcdonald’s – 11.1%
Coca-Cola – 9.7%
Google – 2.9%
Microsoft – 1.9%
Pepsi – 1.5%
Amazon – 1.4%
Target – 1.3%
The most memorable logos were determined by asking respondents to recall the logos they remembered the best.
To determined the best type of logo, they were asked to select their top three logos from a set, and then explain which qualities they found most appealing.
“Respondents described the logos they found most memorable to be Simple. The other descriptors of a memorable logo were: Everywhere, Design, Name, Shape and Colors. However, Simple significantly outweighed the others,” the firm said.
Consumers were also more likely to ascribe a logo they recognize with positive attributes, such as “trusted”, “respected”, “reliable”, “premium” and “powerful”.