Although not an incredibly important piece of news, the word that the ACC had adopted a new logo got us think a bit about logos. Not just about logos themselves, but the power behind them. It is pretty remarkable when you really think about it. Some of the more prominent logos are know across the world. The McDonald’s golden arches, for example, are know in just about every country across the world.

A logo’s prominence is a lot more complicated than it seems. The colors and designs evoke certain feelings and memories, they hit subconscious cues. Alex Hillsberg made a good point in a piece for FinancesOnline:

We know it’s not set in stone, but colors can evoke a specific emotional response from us. Red means active, yellow is energetic, blue is reliable, green is nature, etc. In fact, it doesn’t stop at the obvious; researchers at the University of Rochester in New York believe red can actually “keep us from performing our best on tests.”

Moreover, logos may already be playing with your subconscious at a much earlier stage of your life. Researchers at the University of Amsterdam found that children 2-3 years old could already recall a logo and the product it represents in 67% of cases.1

In light of that, here is a pretty interesting infographic that looks at the color, values, and evolution of iconic logos:

  1. Alex Hillsberg and Chris Sibbet, FinancesOnline, “Review of Famous Company Logos: How The Big Business Uses The Emotional Power of Logos,”