Britain’s favourite logo is Coca-Cola’s, according to a poll. The iconic red and white symbol was first revealed in the late 1800s and has remained largely unchanged ever since. It’s so popular the logo can commonly be found on fashionable clothing items, home-ware and other desirables – while vintage items featuring the logo can sell for thousands. Second spot was secured by US fast-food chain, McDonald’s – ahead of Disney’s Mickey Mouse silhouette logo in third and confectionery giant Cadbury’s logo in fourth. Commissioned by label makers, Avery, the research of 2,000 UK adults found 62 per cent consider logos such as those belonging to Hard Rock Café and Ferrari to be ‘works of art’.
Fiona Mills, marketing director for Avery UK said: “Last year we conducted research which highlighted the impact design and branding can have in terms of persuasiveness, consumer trust and consumer perception.
“The findings showed the results can be extremely powerful if you get the ingredients of label design spot on.
“These ingredients can include handwritten fonts, bold colours and shapes, emotion and use of heuristics – the brain’s mental decision-making shortcuts.”
Other logos in the top 10 include the emblems for Nike, Guinness and LEGO – along with those for Michelin and PG Tips.
Nostalgia appears to play a part with long-established logos such as Fisher-Price, Oxo, Wall’s and Colman’s all featuring.
However relative newcomers such as Amazon, Google, Virgin and Starbucks made the top 40 too.
The research also found a product’s logo is so important it’s the first thing we notice about a product – ahead of the product’s name and even its colour.
Logos are also a key part of what makes a brand memorable – 46 per cent said they are the most enduring aspect of a brand.
A fifth are so loyal to particular brands they will specifically purchase branded products over non-branded counterparts – despite them often costing more. Read more
Related news: Demi Lovato speaks about addiction after suspected overdose. Read more