How did the biggest brand logos come about?

That's what happens when we paint well-known brand logos out of our heads

How well do we actually know the logos of globally known brands? Not as good as we think, according to a study by

When we think of big companies like Apple, Burger King or Adidas, we have the corresponding logo right in front of our eyes. But can we also paint these out of our heads? In a study, 150 Americans were asked to draw the 10 most famous logos of companies in the United States:

  • 7-Eleven
  • Apple
  • Adidas
  • Burger King
  • Domino’s
  • Foot locker
  • Ikea
  • Starbucks
  • Target
  • Walmart

In total, 1,500 drawings were created, some of which were very amusing. The following diagrams show the top 3 (Appel, Domino’s and Starbucks). The drawings that are furthest away from the original can be found in the upper left area. In the lower right area, however, the most precise results are placed.

Apple logo

About 20 percent of the study participants were able to draw an almost perfect drawing of the Apple logo from their memory.

Domino’s logo

Only 16 percent of the participants were able to draw the Domino’s logo almost perfectly. 55 percent forgot the apostrophe.

Starbucks logo

Starbucks was a number too high for the study participants: only 6 percent drew the logo almost correctly. 31 percent drew the old logo and 55 percent only drew the mermaid but forgot the tail.

The summarized results

The Swedish furniture store IKEA took first place in the study. 30 percent of the participants drew the logo almost perfectly. This puts IKEA ahead of Target and Apple. The Foot Locker and Starbucks logos occupy the last two places. Many of the study participants drew the Foot Locker referee with a hat, and over half did not believe that the Starbucks mermaid wore a crown.

The key message of the study: The more complex a logo is, the more difficult it is to get it out of your head.

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