Casey, you are so right! And what an excellent point you make.

“…but to recognize the logo on packaged goods in a grocery store where the logo is seen out of it’s usual context really says something about the logo itself.” Again, a spot-on point!

Thank you so much for your comments. I’m loving hearing everyone’s input on this little ditty of a post…Honestly, Casey, I think your first sentence sums up my point beautifully! Thank you for sharing!

- Tamar

The same goes with Starbucks. Sure my kids know Starbucks when we pass one on the street, but to recognize the logo on packaged goods in a grocery store where the logo is seen out of it’s usual context really says something about the logo itself.

Thanks for your comment! Kids are amazing, aren’t they?

As for checking trademarks, I typically start here. Of course, I’m not an attorney, and I always recommend that my clients get their logo, business name and tagline trademarked (how many actually do is a different story.) But this is a good place to start. Just remember, it takes time to search through it, so be sure to include that time in your project quote!

- Tamar

You mention doing your due diligence on trademarks… do you use an online source for that?

Not only is a memorable logo crucial, but it has to be unique, too. This is why I stress to my clients that I develop custom design solutions, and I try very hard to do my due diligence (research into industry, competition, trademarks, etc.) to ensure that it is, in fact, unique.

Thank you for mentioning this!

- Tamar

But this ability for rapid recognition also explains how our brains can be easily (temporarily) fooled by “similar” appearances. Just as a child might be momentarily fooled by a woman who looks and is dressed similarly as “mommy,” we can be temporarily tricked into associating the reputation of a brand we trust (or don’t trust) with a similar logo.

This is why so many companies make knock-off products with a similar look as “real” products rather than just putting any old design on their crappy stuff. And it also justifies why it is so important for companies to have unique identities and why they should care about the originality of their logo.

Thanks for your comments! My son can tell the difference between Pepsi and Coke, Dunkin Donuts and Starbucks, McDonalds and Burger King, etc., etc. It’s all about the visual recognition.

And whenever he sees a baseball with a “B” in it, a graphic of two red socks, or the letters R E D S O X in that oh-so-familiar font, he immediately knows its time to say, “GO RED SOX!”

Wow — there are a lot of images associated with the Red Sox, now that I think about it…and my son (and the rest of Red Sox Nation!) recognizes all of them. Now THAT’S good branding!

All is not lost! Think about Nike’s “swish” - once upon a time, it was nothing more than a swish. Now, we all associate it with Nike, shoes and “Just Do It!” Why? Because they marketed the heck out of it, and made it their own. (Granted, a billion-dollar didn’t hurt, either…)

I’m sure most of us don’t have the budget of Nike (c’mon, who does???), but as long as you’re consistent with marketing your brand, there may be a time when you can drop the business name, and still get recognition with just the image.

- Tamar

I always felt there were some companies out there who know how to brand and do it right. Case in point, when driving down the road, my children know McDonalds, Burger King, Dunkin Donuts, Pepsi, John Deere, The Red Sox, Patriots, etc. None of them can read, but somewhere they understood the visual and knew that those colors, and symbols represented those companies. Interestingly, I don’t bring my children to The Red Sox, Patriots, or Burger King (I’ll admit a McDonalds run now and then. They don’t drink Pepsi, yet know the colors and logo that represent Pepsi.

What I take from this is the importance of continuous marketing. Visual, auditory, etc., are all parts, but most importantly repitition such as a nursery rhyme they can suddenly sing. Strong companies know the importance of marketing continuously. Can you imagine Disney running a one commercial for their newest and hoping that did the trick?

Great article. Obviously I can see exactly where you’re coming from.