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Consumers in the United States and the United Kingdom say the logos of Nike, Apple, Coca-Cola, and McDonald’s are the most memorable, according to a recent report from Siegel + Gale.

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:

About the report: The report was based on data from a survey of 3,000 people in the United States and United Kingdom.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji


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