Many of the world’s most recognizable brands have the world’s most recognizable logos. And a successful visual identity of a brand can, even without showing the brand name, make consumers name it instantly. But does that translate when regular people try to draw said logos themselves?
The answer is “no,” according to a UCLA study published earlier this year. Researchers asked 85 UCLA students to draw the Apple logo from memory. The results? Only one student was able to accurately reproduce the logo.
An explanation for this, the researchers found, might be that “our brains have learned it is not important to remember specific details. An efficient memory system does not need to store the details of a corporate logo.”
We tested this out this week in Times Square—arguably the most corporate-logo-laden location in New York—where we asked unsuspecting strangers to draw some of the world’s most memorable brand logos.