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Branded in memory

What happens if you would ask 150 people to draw famous trademarks, completely from memory? The result is amazing.

The Starbucks-logo, the IKEA-logo, the Apple-logo. Each of the logo’s are incredibly well-known. You would recognise them anywhere. But could you also draw them? You know what they look like, right? Right?!

Wrong! The website gave 156 Americans half an hour to recreate 10 famous company logos completely from memory. The results of the project called “Branded in Memory”, are fascinating: it demonstrates the wide range in which people recall some of the world’s most popular brands.

There’s one aspect of branding that was consistently done correctly: colour. No matter how distorted or incorrect the image itself was, 80% of participants selected the right hues for these logos. So, don’t underestimate the power of colour.