How effective is a logo? We’re all familiar with the logos of Burger King, Starbucks, and Apple. But could you draw them from memory? Signs.com has tested this and has had more than 150 Americans reach for the digital pen. The result: although everyone knows the brands and have seen the company logo hundreds of times, only a handful managed to draw them using nothing but their memory.
156 men and women aged between 20 and 70 from the US took part in this experiment. The task sounded simple enough: draw the logos of the 10 best-known US companies. Having been given around a half an hour of time, the test persons were asked to draw the logos of Apple, Adidas, Burger King, Domino’s, 7-Eleven, Foot Locker, Starbucks, Walmart, Target, and IKEA, without looking at the logos first. Everyone involved worked with the same graphics software. Prior to doing the test, the participants were given a brief introduction to the software in question. This was done to avoid the possibility of differing technical abilities having an impact on the results of the test.