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Siegel + Gale
Logos Now: A study on logo treatments and brand perceptions.
Brands have evolved from words and pictures into a collection of experiences and interactions that builds personal, lasting connections with people. A company’s logo, perhaps its most distinctive asset, has the ability to evoke feelings and emotions, whether or not consumers are familiar with the brand. Companies that want to achieve desired brand perceptions must be aware that the logo is a critical piece of the branding mix that needs to be optimized using a balance of art and science.
Our Logos Now study reveals how consumers perceive logo styles and attributes, and also reveals which logos are most memorable. It’s important to note, however, that this is not a blueprint or algorithm for brands to employ when designing a new logo and visual identity. Rather, it is a fact based guide that provides benchmarks against which companies can evaluate the effectiveness of a logo, and make informed decisions about how to design them.
Why we conducted this study
As a fact-based branding firm, we are often asked by clients how to evaluate the success of a logo design. Logos Now sheds light on the impact of memorable logos and how logo styles evoke brand perceptions and personalities for consumers. In order to provide insights on what makes logos successful, we set out to:
- Determine which logos are most memorable
- Ascertain what makes a logo memorable
- Measure the benefits of more memorable logos
- Establish the role of familiarity in logo associations
- Identify which personality traits different logo styles evoke
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