Organizations are constantly seeking the most effective way to capture and sustain the attention of their target audiences. In the critically acclaimed book, Made to Stick: Why Some Ideas Survive and Others Die, Chip and Dan Heath dissect successful ideas in order to identify the key characteristics that make them widely remembered and understood. After extensive research, the list of characteristics was refined into six principles: Simple, unexpected, concrete, credible, emotional, and stories. “Keeping it simple” is a straightforward yet can transcend all facets of an organization. Those that have found success often have visual branding that match the simplicity of their core messaging.
Research conducted on 50 brands from Fortune’s Most Admired Companies list revealed that the logos of these successful brands have simple layouts. 43 of the 50 logos use 2 colors or less consisting of primarily red and/or blue. Udemy, an online education marketplace responsible for conducting this research, also polled 1,000 people on their brand preference, which revealed trends relating to logo shape. Notably, respondents favored round logo over more common square logos.
If a company logo can be used to increase brand recognition amongst targeted audiences, should companies place greater emphasis on the development of their logo and alter it when it’s not yielding intended results?
References
Heath, C. & Heath, D. (2007). Made to stick: Why some ideas die and others survive. Random House.
Richards, K. (2015, July 15). Here’s what the most popular brands’ logos have in common: Deconstructing successful insignias to see what customers like best. Adweek. Retrieved from http://www.adweek.com/news/advertising-branding/heres-what-most-popular-brands-logos-have-common-165884
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