If you’ve ever wondered what makes a logo sticky. Logo Designs that are most memorable to the general public use a clear and simple design. Nike, Apple, McDonald’s and Coca-Cola are the most memorable logo design; Google, Microsoft, Pepsi, Amazon, Target and Adidas round out the top 10.
“Simple was the word that came up above and beyond, more than anything else”. When random people were asked what makes a logo design memorable, it was simplicity.
A branding firm conducted an online study with 3,000 respondents in the U.S. and U.K. who were asked to evaluate logos for more than 100 of the world’s largest brands.
According to the findings, memorable logo designs are 13 percent more likely to get consumers’ attention, 7 percent more likely to make them want to learn more about the brand, and 6 percent more likely to suggest a company is more unique than others in its category.
One of the things the study shows is that there’s a familiarity bias in the sense that when people are familiar with brands, they’re much more likely to assign positives, and they’re much more likely to assign negatives to the same design if they’re not familiar with it.
That bias helps explain why consumers react so strongly to brands like Verizon’s or Google’s logo redesigns.
The controversy that always comes up as soon as brands launch new logos, one of the things that’s great about now having this basis is that we have the benchmark to kind of discount that familiarity bias and really evaluate if logos are doing the job they should be doing or not.
Plus, the study helps show what memorable logo design can and can’t do for brands.
At Logos Associated, often we get requests like, ‘I really want my logo identity to show that we’re trusted,’ and we saw that that actually comes much more from the brand itself and not so much design. Design can indicate being traditional, but trust and respect—that’s really something that’s communicated more by what the brand does than the logo.
Here’s a breakdown of the attributes associated with certain designs, per the study:
Geometric logos are more commonly associated with being powerful than other logo treatments. Logos with initials are a close second.
Serif wordmark logos are more commonly associated with being traditional than other logos. Font-based wordmarks come in a close second.
Warm and caring
Organic logos are nearly twice as likely to be associated with being warm or caring than any other logo types.
Illustrative custom wordmark logos are more commonly associated with being trendy than others.
Sophisticated or exclusive
Serif wordmark logos are more commonly associated with being “sophisticated ” or “exclusive” than any other logos. In fact, no other logo treatment was in top consideration for being “sophisticated” or “exclusive.”
Serif wordmark logos are most commonly associated with being respected. Geometric logos come in a close second.
Illustrative custom wordmark logos are about twice as likely to be associated with being fun as other logos.
Holding shape logos are more commonly associated with being approachable than any other logo treatments. No other logo treatment was in top consideration for being “approachable.”
Illustrative custom wordmark logos are more commonly associated with being cool than other logos.
Holding shape logos are most associated with being original. No other treatment was in top consideration for being “original.”
Initials logos are more commonly associated with being edgy than other logos.
Illustrative custom wordmark logos are more commonly associated with being friendly other logo treatments.
Holding shape and initials logos are almost equally associated with being reliable, making them tops for that attribute.
Illustrative custom wordmark logos are more commonly associated with being stylish than any other logo treatment.
Organic and geometric logos are almost equally associated with being innovative, tops for that attribute.