‘Apple’ logo of tech giant named most memorable of all time by consumers

The simple ‘Apple’ logo of the tech giant has been named the most memorable of all time by consumers.

A study of 2,000 adults also found Amazon’s A-Z motif is now more recognisable than the golden arches of McDonald’s, and even Coca-Cola’s classic script logo.

Nike, eBay and Google all made the top 10 along with Adidas, Cadbury and the BBC.

Luxury car brand Audi was sixth in the rankings, with their four interlocking rings being deemed more memorable than the next highest-placed carmaker, BMW (11th).

Other highly placed logos included those of Shell, Twitter – and Playboy.

It also emerged the recognisability of a logo could influence the spending of consumers, as more than a quarter of adults (27 per cent) said they are more likely to buy from a small business if they have a well-designed logo.

Emily Shirley, general manager of Vistaprint UK and Ireland, which commissioned the study, said: “A logo is much more than just the name of your product.

“If it’s well-designed and represents the brand well, that can subliminally reflect positively on the business owners or employees and direct consumer’s cash their way.

“Things like colour, size, font choice and shapes all have deep psychological effects on consumers, and it’s important that none of these are overlooked.

“Creating a logo that stands the test of time is an enormous accolade for any business, big or small, but creating a memorable logo should never be considered as unattainable for small businesses.”

The research also revealed how consumers feel about different types of logos – with blue logos deemed most ‘trustworthy’, and yellow the least.

One in three (36 per cent) believe a logo helps visualise a brand’s identity, and 15 per cent think you can get an estimate of a product’s quality, by the logo of its parent company.

The majority of adults polled don’t expect large companies to have better or more memorable logos than smaller ones, suggesting it’s an even playing field for businesses of any size.

Logos were also deemed more important for building trust and memories of a brand than advertising campaigns, the ‘brand story’ and even the packaging as a whole.

For one in 10, getting the logo right would be "the highest priority" if they were to set up their own small business.

Emily Shirley, from Vistaprint UK and Ireland, added: “Investing in high quality, custom design and consulting a professional is worth it because not only is a logo the face of your business and brand, it can also have a real impact on your bottom line.

“Through our global creative community at 99designs by Vistaprint, we make great design accessible to every small business.”

For ideas and advice on how to improve your businesses logo, visit https://www.vistaprint.co.uk/hub/understanding-logos.

THE 50 MOST MEMORABLE LOGOS:

  1. Apple

  2. Amazon

  3. Coca-Cola

  4. McDonalds

  5. Adidas

  6. Audi

  7. Nike

  8. Google

  9. BBC

  10. Cadbury

  11. BMW

  12. Disney

  13. Kellogg’s

  14. Facebook

  15. eBay

  16. Royal Mail

  17. Heinz

  18. British Airways

  19. Volkswagen

  20. Mercedes

  21. Shell

  22. Lloyds Bank

  23. Ferrari

  24. Chanel

  25. Paypal

  26. Lego

  27. Twitter

  28. Microsoft

  29. Playboy

  30. WhatsApp

  31. Costa

  32. YouTube

  33. Ikea

  34. Starbucks

  35. ITV

  36. Red Bull

  37. Air BnB

  38. Gucci

  39. Playstation

  40. Instagram

  41. Marmite

  42. Yorkshire Tea

  43. Harrods

  44. McVities

  45. Spotify

  46. Nintendo

  47. Xbox

  48. TikTok

  49. Pinterest

  50. LinkedIn

TOP 10 FAVOURITE LOGO COLOURS:

  1. Blue

  2. Red

  3. White

  4. Black

  5. Yellow

  6. Green

  7. Purple

  8. Orange

  9. Gold

  10. Silver

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