If we asked your customers to draw your logo from memory, how well would they do?
Boredpanda recently reported on an experiment by signs.com in which they asked 156 Americans to draw 10 famous logos from memory.
Some logos were more drawn with greater accuracy than others. Surprisingly, in many cases, a large percent of participants drew an older version of the logo.
Examining the results of the Starbucks logos, with only 6% drawing a near perfect representation or Footlocker with only 8% drawing a near perfect representation compared to Ikea or Target with 30% and 25% near perfect, we can see how the complexity can make the logo harder to recall. Additionally, 56% of participants had a “good” drawing of the Ikea logo compared to just 17% for Starbucks.
Being unable to draw a logo from memory doesn’t mean people don’t know it when they see it. But it should be food for thought when considering a logo design for your brand.
