A good logo can do more than make a business card look good.

GREAT LOGOS ARE GAME CHANGERS.

HERE’S HOW THEY DO IT.

In the world of logo design, you hear a lot of promises about what a logo will do for you and

your business. Stuff like:

• A logo will make you look more professional.

• A logo will help your customers remember you.

• A logo will help you stand out from the competition.

The majority of that is valid. 

In any case, did you realize that a logo may really change the manner in which your clients demonstration and think 

"Pause," your most likely reasoning, "Did you simply state a logo can change a 

client's conduct" 

Indeed. That is actually what we are stating. 

Or if nothing else, that is the thing that two or three analysts at Duke University found when they considered 

What impact a logo can have on shoppers. 

Turn the page to perceive what they did.

WHAT SCIENCE SAYS ABOUT

THE POWER OF LOGOS

Customers were demonstrated an Apple logo (Apple is well 

known as an "inventive" brand and their motto at the 

time of the test was "Think Different") or they 

were demonstrated an IBM logo (IBM was better known at the 

time as a sheltered, customary, and non-inventive decision— 

regardless they are), at that point buyers were approached to finish 

a standard imagination test. 

The logos were appeared so rapidly (13 milliseconds) 

that the members in the investigation didn't intentionally 

know which one they had seen. 

What do you think occurred? 

The individuals who had seen the Apple logo performed 

better on the test. 

Wonderful.1 

Simply observing the Apple logo made individuals think more 

Imaginatively. 

What's more, just to ensure this wasn't a fluke, the 

specialists did the investigation once more, this time utilizing 

The logos for Disney and E! System. 

This time members were demonstrated the logos then they 

Stepped through a standard exam to quantify trustworthiness. 

Any thinks about what they found? 

The customers who saw the Disney logo were more 

Legitimate on the test than the individuals who saw the E! Logo.

SO WHAT DOES THIS ALL MEAN To YOU

First, let us be clear. We’re not saying your logo will make people more

creative or honest.

But it can have subtle effects on your customers, especially once your logo has become

familiar to them. They will begin to associate the experiences and feelings they have when

doing business with you—and they’ll remember those feelings when they see your logo.

You probably see this happen in your own life. Consider how you feel or what you think about

when you see the Walmart logo. Is it different from what you think or feel when you see the

Target logo? Or the Nordstrom logo?

Before you read the next chapter, think about what ideas, thoughts, and feelings could

be associated with your business. Next you’ll learn about how you can make sure

your customers will experience those feelings when they see your logo (hint: it’s called

positioning).