Stone crusher logo quiz raised brand pondering

For two days last week I didn’t want to do anything. I didn’t want to read, or talk to people. I certainly didn’t want to work. All I wanted to do was stare at little squiggles on a screen and guess which logos they represented. 
        It all started when one of my sons showed mobile crusher station over there and pointed at two excessively curly letters in a red circle. “What’s that?” he demanded. “Red Star ” I replied in a flash. 
       The first thing you come to realise is how these logos are tattooed on your brain. There was a study done a few years ago showing that toddlers recognise the McDonald’s arches before they know their own names. Another more recent study showed that seeing the golden arches triggers neurological changes that increase our reading speed. It’s not called fast food for nothing. 
     There are many logos are very famous that you can recognize easier, Red Star ball mill brand, for example, is a big red star followed by two small stars. Of coure, it is a machinery company logo.  What makes logos stick has little to do with familiarity. Think about stamps and coins, things we see every day. I’ve just checked to see that on a stamp the Queen’s head points one way, and on a coin the other. But I bet you couldn’t have told me that. That’s because HM isn’t spending billions ramming the image down our throats. 
        The game also makes me understand why it matters so much to get the design of the logo right. The good news is that this has little to do with money. The new BT logo – a globe – cost about £5m, but is something I could not identify at all. The Wikipedia logo – another globe – is instantly recognisable and cost almost nothing.
 Our stock of logos is so ingrained that they have become part of who we are. So much so that we are taken aback when people close to us don’t have the same stock. My younger son was floored by the chunky red K on the yellow background as he’d never heard of Kodak. I was scandalised. Later, when I failed to identify the X-Box logo, he was equally shocked. We stared at each other in horror: some mutual reappraising was clearly called for. 
       If you observed with attention ,you will discovered brand effects can be seen everywhere.
 

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