BrandMarker is a brilliant take on how effective a brand’s logo is in getting ingrained in the public’s mind. The creator, the site monochrom, took twenty-five Austrians and asked them to draw twelve logos completely from memory; nine international, three familiar European. It’s really amazing to see what people remember from the logos. With Adidas, most everyone has the font right, but no matter that you see the thing everywhere, half the artists are still with the old logo, and the three diagonal lines are all over the place, not above the name. With Coke, nearly everyone attempts to capture the busy, fancy-person font, but almost all of them miss the swirly line in the back. And Toyota, just forget about it.
Perhaps a potential way to see if some logo you’re working on has any immediate legs, eh?