The report was based on data from a survey of 3,000 people in the United States and United Kingdom. Respondents were shown the logos of 100 top global brands, then asked to name and describe the ones they found most memorable.
Nike is the most memorable of the logos examined (16% of respondents cited it), followed by Apple (15.6%), McDonald's (11.1%), and Coca-Cola (9.7%):
There was some variation in the answers of US and UK respondents; however, the top four memorable logos were the same, though in a different order:
Consumers are more likely to ascribe positive attributes such as trust, respect, and reliability to logos they are familiar with.
In contrast, consumers are more likely to ascribe negative attributes such as pretentiousness, tackiness, and being boring to logos they are unfamiliar with:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji