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Your beautiful logo may not be as memorable as you think

By Fast Company

After listening to my business major students extol their favorite brands, I asked them to draw the logos from memory, and the results were, well . . . take a look yourselfRead full story

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  • I’m a designer who does a lot of branding projects and have to agree on most of this article. The only thing that rubbed me the wrong way was the statement “trying to wedge meaning into a logo isn’t that important”. Yes abstract logos are great because they can evolve as your business does, but when there is no reasoning behind the aesthetics, it is generic. You could use it for a pharmaceutical drug or startup IT company and unless you have your company name accompanying the image, your identity

    I’m a designer who does a lot of branding projects and have to agree on most of this article. The only thing that rubbed me the wrong way was the statement “trying to wedge meaning into a logo isn’t that important”. Yes abstract logos are great because they can evolve as your business does, but when there is no reasoning behind the aesthetics, it is generic. You could use it for a pharmaceutical drug or startup IT company and unless you have your company name accompanying the image, your identity is up for interpretation.

    Logos with meaning can stand on their own. Not every company is going to become a household name like Nike or Starbucks so embedding a sense of what the company stands for can be helpful.

  • Kalesh Menon
    Kalesh MenonFinance Controller at Ingredion Thailand

    The purpose of the logo is to aid retention of recall value of the brand. Does it really matter whether or not consumer can reproduce your logo? 🤔 I agree the consumer may not change preference just because of the logo but in a crowded market when the customer is shopping blind, the brand logo sure does give a comfort to step into that store or pick something off the shelf. For example in Thailand, the banks have a strong color representation and the recall for the bank is first the color, then

    The purpose of the logo is to aid retention of recall value of the brand. Does it really matter whether or not consumer can reproduce your logo? 🤔 I agree the consumer may not change preference just because of the logo but in a crowded market when the customer is shopping blind, the brand logo sure does give a comfort to step into that store or pick something off the shelf. For example in Thailand, the banks have a strong color representation and the recall for the bank is first the color, then maybe the logo. So you have the purple bank, yellow bank and so on.

    As for the story of or in the brand logo, I feel it is as much for the owner of the brand and the other stakeholders as much as it is for the customers or even more. So the smile in Amazon connecting A to Z would be a motivation for the stakeholders of Amazon and define what they do. Well, spending a million dollar on brand logo designing might be a strategic call for any business considering the part of journey they are at.

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