Vicks and Crest Have Memorable Logos, While Duane Reade and Proactiv Struggle With Recall

New research reveals the key elements of enduring design

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When Sponsorship Research International polled 7,000 consumers in 1995 to see how well they recognized brand logos, it found that the McDonald’s logo trounced the Christian cross: 88% of consumers identified the golden arches, compared to 54% who could identify the religious symbol.

In today’s attention economy, the potency of logos is crucial, especially for brands that aren’t as ubiquitous as McDonald’s.

Research firm Frac.tl set out to find the most and least memorable logos for health and wellness brands, revealing how some logos dominate consumer recall while others struggle.

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