The logos of global corporations like Apple, Starbucks, Adidas, and IKEA are designed to create instant brand associations in the minds of billions who see them every day. But how accurately can we remember the features and colors of these famous symbols?

苹果，星巴克，阿迪达斯和宜家等跨国公司的徽标旨在在数十亿每天都看到它们的人们的心中创建即时的品牌联想。 但是，我们如何准确地记住这些著名符号的特征和颜色呢？

To test logo recall of famous brands, signs.com asked 156 average Americans to draw famous logos — from memory. The results were hilarious…

为了测试著名品牌的徽标召回， signs.com要求156名普通美国人从记忆中绘制出著名徽标。 结果很有趣……

1.苹果 (1. Apple)

Pretty simple, yes?

很简单，是吗？

An apple with a bite out of it.

咬一口的苹果。

How hard can that be?

那有多难？

There are Apple devices in the pockets, on the wrists, and otherwise in the possession of around 1 billion people across the world. With so many opportunities to see it each day, recalling Apple’s elegantly simple logo should be a no-brainer, right? After all (and unlike Starbucks or Foot Locker), the clue to its design is in the name!

口袋，手腕上有苹果设备，否则，全世界约有10亿人拥有这些设备。 每天都有如此多的机会看到它，想起苹果优雅简洁的徽标应该不费吹灰之力，对吧？ 毕竟(与星巴克或Foot Locker不同)，其设计的线索就在于名称！

In fact, only 20 percent of people were able to draw the Apple logo almost perfectly.

实际上，只有20％的人几乎可以完美地绘制Apple徽标 。

Okay, so most people aren’t artists. But…

好吧，所以大多数人不是艺术家。 但…

• 16% forgot the apple bite
  16％的人忘记了苹果的叮咬
• 22% drew apple bite on the wrong side
  22％的人误食苹果
• 25% forgot the leaf
  25％忘记了叶子
• 31% drew a stalk
  31％吸引了秸秆

2.阿迪达斯 (2. Adidas)

The iconic stripes are featured on the clothing of hundreds of professional athletes and hundreds of millions of consumers. But,

标志性的条纹出现在数百名职业运动员和数亿消费者的服装上。 但，

Despite its ubiquity, only 12 percent of people in our study created near-perfect renditions of the Adidas logo from memory.

尽管它无处不在，但在我们的研究中，只有12％的人从记忆中创造出近乎完美的阿迪达斯标志 。

• Roughly 1 in 10 people drew the Adidas trefoil logo. The trefoil logo is still used on some of the company’s products, particularly the Adidas Originals line.

  每10人中大约有1人绘制了Adidas三叶草徽标。 三叶徽标仍在公司的某些产品上使用，尤其是Adidas Originals系列。

• In 21% of the drawings “Adidas” written in title case
  在标有标题的“ Adidas”图纸中，有21％
• 11% drew four or more stripes
  11％画了四个或更多条纹

• The Adidas logo is usually black, but 8 percent of people included blue in their drawings, which, while not the logo’s primary color, is used extensively in Adidas’ packaging, especially on their blue footwear boxes.

  阿迪达斯(Adidas)徽标通常是黑色的，但有8％的人在图纸中包括蓝色，尽管不是徽标的原色，但阿迪达斯的包装中特别是在蓝色鞋盒上广泛使用了蓝色 。

3.汉堡王 (3. Burger King)

Hopefully, they didn’t continue with 1957 version 😃

希望他们不会继续使用1957年版本😃

In contrast to the minimalistic and monochromatic Apple and Adidas icons, Burger King’s logo is slightly more complex, consisting of three distinct features (text, bun halves, and a crescent shape) and three colors (red, yellow, and blue).

与简约和单色的Apple和Adidas图标相比，Burger King的徽标稍微复杂一些，由三个不同的特征(文本，半个面包和一个月牙形)和三种颜色(红色，黄色和蓝色)组成。

However, the additional colors didn’t seem to put any extra strain on their memories.

但是，其他颜色似乎并没有给他们的记忆带来额外的压力。

Eighteen percent of people were able to recall Burger King’s logo almost perfectly, compared to 20 percent for Apple and 12 percent for Adidas.

18％的人能够几乎完美地记得Burger King的徽标，相比之下，苹果为20％，阿迪达斯为12％。

Kind of interesting that they changed to the old “burger” logo in 1969 and that’s the one people remember. Kids who grew up with BK?

有趣的是，他们在1969年更改为旧的“汉堡”徽标，这就是人们所记得的。 与BK一起成长的孩子？

• 21% of people drew the old logo.
  21％的人画了旧徽标。

• 21% drew a crown. The logo has never been a crown.

  21％的人冠冕。 徽标从未成为皇冠。

I’m guessing the crowns were kids that had BK birthday parties 😃

我猜这些皇冠是参加BK生日派对的孩子们 😃

4.多米诺骨牌 (4. Domino’s)

The three dots featured on the original Domino’s Pizza logo represented the first three stores owned by founders Tom and James Monaghan in the 1960s.

原始的Domino's Pizza徽标上的三个点代表着创始人Tom和James Monaghan在1960年代拥有的前三家商店。

The plan was to add a dot for each additional store that opened, but rapid growth quickly made the idea impractical, so the three dots were left untouched.

计划是为每家新开的商店增加一个点，但是快速增长很快使这个想法变得不切实际，因此三个点保持不变。

Well, how many dots did customers draw?

那么，客户画了多少个点？

Twenty-eight percent of people recalled that the Domino’s logo has three dots and positioned them correctly (two in the bottom square, one in the top).

28％的人回想起Domino的徽标上有三个点并将其正确放置(两个在底部正方形，一个在顶部)。

Thirty-seven percent included more than three dots, while 14 percent forgot them altogether.

37％包含超过三个点，而14％完全忘记了它们。

Overall, 16 percent drew near perfect Domino’s logos, and 28 percent made good attempts, meaning their versions closely matched the actual logo except for a few minor mistakes.

总体而言，有16％的人接近完美的Domino徽标，有28％的人做出了很好的尝试 ，这意味着它们的版本与实际徽标非常匹配，除了一些小错误。

55% missed the apostrophe.

55％错过了撇号。

5.星巴克 (5. Starbucks)

Since its formation in 1971, Starbucks has used three logos, each showing a different rendition of a twin-tailed mermaid.

自1971年成立以来，星巴克就使用了三个徽标，每个徽标显示的是双尾美人鱼的不同外观。

In the first version of the logo, the mermaid was topless, but in 1987 the logo was simplified by covering her breasts with flowing hair and switching the main color from brown to green.

在徽标的第一个版本中，美人鱼是裸照的，但是在1987年，徽标被简化，用飘逸的长发遮住了她的乳房，并将主要颜色从棕色变成了绿色。

Starbucks’ current logo, introduced in 2011, is a streamlined version of the two-tailed siren. It no longer features the “Starbucks Coffee” text and is pure green, as opposed to green and black. Despite this simplification, only 6 percent of people drew a near-perfect Starbucks logo from memory.

星巴克于2011年推出的当前徽标是两尾警笛的简化版本。 它不再带有“星巴克咖啡”文字，而是纯绿色，而不是绿色和黑色。 尽管进行了这种简化，但只有6％的人从内存中绘制了近乎完美的星巴克徽标。

• 31% drew an old logo with the brand name
  31％的人在商标上画了一个旧徽标
• 55% drew the mermaid but forgot her tail
  55％吸引了美人鱼，却忘记了尾巴
• 45% drew the mermaid but forgot her crown
  45％吸引了美人鱼，却忘记了她的王冠

Overall, despite the fact that Starbucks sells around millions of cups of coffee each day, the finer details of the mermaid made its logo the least accurately remembered of all the brands investigated.

总体而言，尽管星巴克每天售出约几百万杯咖啡，但美人鱼的精致细节使其徽标在所有调查的品牌中被最不准确地记住 。

6.宜家 (6. IKEA)

The most accurately drawn logo from memory by 156 Americans belongs to a Swedish company: IKEA.

156名美国人从记忆中得出的最准确的徽标属于瑞典公司IKEA。

One of the most important elements of the IKEA logo, given that it is so simple, are the letters.

字母是如此简单，是宜家徽标最重要的元素之一。

Eighty-eight percent of people remembered that they are written in uppercase.

88％的人记得他们用大写字母书写。

Thirty percent of the people who drew the IKEA logo from memory were able to recreate its combination of text, shapes, and color almost perfectly.

从内存中提取宜家徽标的人们中有30％能够完美地重新创建其文字，形状和颜色的组合。

• In 12% of drawings IKEA not written in uppercase
  在宜家的12％图纸中，未使用大写字母
• In 14%, wrong brand colors
  14％的品牌颜色有误
• 41% drew the oval logo background
  41％画了椭圆形徽标背景

摘要 (Summary)

The question at the heart of this experiment is “How accurately can we recall logos we see on a daily basis?”

该实验的核心问题是“我们如何准确回忆起每天看到的徽标？”

The results show that most people are very good at recalling brand colors — around 80 percent selected the correct palettes for their drawings, while shapes and elements in logos are harder to recall.

结果表明， 大多数人都非常擅长召回品牌颜色 -大约80％的人为他们的图纸选择了正确的调色板，而徽标中的形状和元素则较难回忆。

When a brand’s logo changes over time, a subset of people mistakenly conflates old and new versions. Similarly, we sometimes slip up when advertising utilizes strong symbols not used in the logo (e.g., the Burger King crown).

当品牌徽标随时间变化时，一部分人会错误地融合新旧版本。 同样，当广告利用徽标中未使用的强符号(例如，汉堡王皇冠)时，我们有时会滑倒。

Overall, 16 percent of people drew near perfect logos, and 37 percent were good but not perfect. As we would expect, the more complex the logo, the less likely people are to remember it in full.

总体而言，有16％的人接近完美徽标，而37％的人很好，但并不完美。 正如我们所期望的，徽标越复杂，人们将其完整记住的可能性就越小。

品牌课程 (The Branding Lesson)

How can logos from companies as ubiquitous as Apple, Starbucks, and Walmart be so hard to pin down in our mind’s eye?

像苹果，星巴克和沃尔玛这样无处不在的公司的徽标怎么会如此难以置信呢？

One explanation is that, as Sherlock Holmes said, “We see, but do not observe.”

一种解释是，正如福尔摩斯所说， “我们看到了，但没有观察到。”

Logos of giant corporations are so widespread that we don’t need to have a photographic memory of them to recognize and engage with these brands. Instead, we remember just enough to get by. This process has been dubbed “inattentional amnesia” — despite seeing something many times, we fail to create a lasting memory of it.

巨型公司的徽标如此广泛，以至于我们不需要在照片上留下任何记忆，就可以识别和参与这些品牌。 相反，我们记得足够勉强过。 这个过程被称为“无意识的失忆”-尽管多次见过，但我们未能对其产生持久的记忆。

These are behemoths.

这些是庞然大物。

Big companies with big advertising budgets.

广告预算大的大公司。

If people can’t recall their logo, what makes you think they’ll remember yours?

如果人们不记得自己的徽标，是什么让您认为他们会记住您的徽标？

外卖课程 (The Takeaway Lesson)

People aren’t going to remember your logo.

人们不会记住您的徽标。

Heck, they can’t remember how many rings are in the Target logo.

哎呀，他们不记得目标徽标中有多少个戒指。

The goal isn’t a logo that’s memorable. It’s a logo that’s instantly recognizable and not easily confused with another.

目标不是值得纪念的徽标。 这个徽标可以立即识别，而且不容易与其他徽标混淆。

P.S. Carrier & Ford both established in the early 1900s. Who copied who? No one knows.

PS Carrier和Ford都成立于1900年代初期。 谁抄袭了谁？ 没人知道。

但是等等...你会做得更好吗？ (But wait… would you do any better?)

流行测验：自我测试！ (POP QUIZ: Test Yourself!)

— In the Facebook logo, is the “F” to the left, center, or right? — In the Android logo, are the arms or legs detached? — What color are the eyes in the Reddit logo? — What color is the arrow under the Amazon logo? — How many feathers are in the NBC logo? — How many colors are in the Google logo?

—在Facebook徽标中，“ F”是位于左侧，中间还是右侧？ —在Android徽标中，手臂或腿是否已分离？ — Reddit徽标中的眼睛是什么颜色？ —亚马逊徽标下的箭头是什么颜色？ — NBC徽标中有几根羽毛？ — Google徽标中有几种颜色？

If you didn’t Google them, how badly did you fail?

如果您不使用Google，那么您失败了多少？