American Marketing Association of Las Vegas

What Makes a Logo Memorable?

Logos are a brand’s calling card, the visual representation of its marketing efforts, and they resonate with consumers on a variety of fronts. On Oct. 2, global brand strategy, design and experience firm Siegel + Gale released “Logos Now,” a study that measures how logo styles evoke distinct brand perceptions and personalities—in other words, what makes logos memorable.

The study found that the most memorable logos in the U.S. and U.K.—Nike, Apple, Coca-Cola and McDonald’s—have several common characteristics: namely, they are simple and deliver positive brand benefits. The study also found that consumers are more likely to attach positive attributes to familiar logos, and find brands with familiar logos to be trustworthy, respectable and reliable.

For more on logo design, check out “Marks Men,” Marketing News’ profile on Chermayeff & Geismar & Haviv, the storied design firm responsible for some of history’s most iconic logos, including Chase, Mobil, NBC, PBS and National Geographic.

This article was originally published in the October 20, 2015, issue of Marketing News Weekly​​​​.​

Author Bio: Christine Birkner is the senior staff writer for Marketing News and Marketing News Weekly. E-mail her at

Categories: Branding.