An interesting way to find out what people remember about your brand is asking them to draw its logo from memory. A group in Austria did just that a few years ago by having 150 people sketching 12 different logos. Everyone remembered that LaCoste logo had a crocodile, but a few were confused about which way it was turned. Sketches for Toyota were all over the place: one rendering was actually a Mitsubishi mark. The Adidas drawings above show how some people’s memory was stuck under the layers of old brand communications featuring the iconic leaf logo, while others didn’t remember which way the three lines should be sloping.
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