Drugi jezik na kojem je dostupan ovaj članak: Bosnian
They polled 6,000 Americans about how well they can recognize some of the largest brands in the US, and they did so with slightly altering logos of companies in the tech and retail categories, changing their font, colour and slightly altering their design.
Despite being one of the world’s most iconic brands, especially in the US, 44 percent of respondents in the survey couldn’t correctly recognize the Apple logo.
The most often-chosen altered variation of the Apple logo featured the leaf in a swapped position; 27 percent of respondents incorrectly chose this to be the official Apple logo. Respondents were more confident about the direction of the logo, with only a combined 17 percent of respondents choosing the logos with the bite direction switched.
When it comes to Google, the survey altered the colour scheme of their logo, which threw off 31% of the survey participants.
Although it is arguably the most popular website in the world, processing 40,000 search queries every second, it seems that consumers still can’t quite correctly identify the correct color order in its letter. 12% of them chose the logo with first letter in red, while 11% went for the option that swapped the colours red, yellow and green.
When it comes to the retail giant Target, second largest in the US, only 50% of Americans selected the correct logo.
Here, the survey played with the font and colour of the logo, as well as the number of rings in their „target“ symbol. The colour change and altered font threw off most of those who missed the mark, as 33% selected this option. When it comes to the number of rings they were more certain, with only 16% opting for logos altered in this way.
Viewed by demographics, Women were more likely to remember logos than men, while younger survey participants proved savvier when it comes to tech logos.
“So, how well do Americans recognize top brands? Probably not as well as the company marketing teams would prefer,” the survey concluded.