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?

蘋果，星巴克，阿迪達斯和宜家等跨國公司的徽標旨在在數十億每天都看到它們的人們的心中創建即時的品牌聯想。 但是，我們如何準確地記住這些著名符號的特征和顏色呢？

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

為了測試著名品牌的徽標召回， signs.com要求156名普通美國人從記憶中繪制出著名徽標。 結果很有趣……

1.蘋果 (1. Apple)

Pretty simple, yes?

很簡單，是嗎？

An apple with a bite out of it.

咬一口的蘋果。

How hard can that be?

那有多難？

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，手腕上有蘋果設備，否則，全世界約有10億人擁有這些設備。 每天都有如此多的機會看到它，想起蘋果優雅簡潔的徽標應該不費吹灰之力，對吧？ 畢竟(與星巴克或Foot Locker不同)，其設計的線索就在于名稱！

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

實際上，只有20％的人幾乎可以完美地繪制Apple徽標 。

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

好吧，所以大多數人不是藝術家。 但…

• 16% forgot the apple bite
  16％的人忘記了蘋果的叮咬
• 22% drew apple bite on the wrong side
  22％的人誤食蘋果
• 25% forgot the leaf
  25％忘記了葉子
• 31% drew a stalk
  31％吸引了秸稈

2.阿迪達斯 (2. Adidas)

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

標志性的條紋出現在數百名職業運動員和數億消費者的服裝上。 但，

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

盡管它無處不在，但在我們的研究中，只有12％的人從記憶中創造出近乎完美的阿迪達斯標志 。

• 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人中大約有1人繪制了Adidas三葉草徽標。 三葉徽標仍在公司的某些產品上使用，尤其是Adidas Originals系列。

• In 21% of the drawings “Adidas” written in title case
  在標有標題的“ Adidas”圖紙中，有21％
• 11% drew four or more stripes
  11％畫了四個或更多條紋

• 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.

  阿迪達斯(Adidas)徽標通常是黑色的，但有8％的人在圖紙中包括藍色，盡管不是徽標的原色，但阿迪達斯的包裝中特別是在藍色鞋盒上廣泛使用了藍色 。

3.漢堡王 (3. Burger King)

Hopefully, they didn’t continue with 1957 version 😃

希望他們不會繼續使用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).

與簡約和單色的Apple和Adidas圖標相比，Burger King的徽標稍微復雜一些，由三個不同的特征(文本，半個面包和一個月牙形)和三種顏色(紅色，黃色和藍色)組成。

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

但是，其他顏色似乎并沒有給他們的記憶帶來額外的壓力。

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％的人能夠幾乎完美地記得Burger King的徽標，相比之下，蘋果為20％，阿迪達斯為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，他們在1969年更改為舊的“漢堡”徽標，這就是人們所記得的。 與BK一起成長的孩子？

• 21% of people drew the old logo.
  21％的人畫了舊徽標。

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

  21％的人冠冕。 徽標從未成為皇冠。

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

我猜這些皇冠是參加BK生日派對的孩子們 😃

4.多米諾骨牌 (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徽標上的三個點代表著創始人Tom和James Monaghan在1960年代擁有的前三家商店。

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.

計劃是為每家新開的商店增加一個點，但是快速增長很快使這個想法變得不切實際，因此三個點保持不變。

Well, how many dots did customers draw?

那么，客戶畫了多少個點？

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的徽標上有三個點并將其正確放置(兩個在底部正方形，一個在頂部)。

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

37％包含超過三個點，而14％完全忘記了它們。

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.

總體而言，有16％的人接近完美的Domino徽標，有28％的人做出了很好的嘗試 ，這意味著它們的版本與實際徽標非常匹配，除了一些小錯誤。

55% missed the apostrophe.

55％錯過了撇號。

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年成立以來，星巴克就使用了三個徽標，每個徽標顯示的是雙尾美人魚的不同外觀。

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.

在徽標的第一個版本中，美人魚是裸照的，但是在1987年，徽標被簡化，用飄逸的長發遮住了她的乳房，并將主要顏色從棕色變成了綠色。

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年推出的當前徽標是兩尾警笛的簡化版本。 它不再帶有“星巴克咖啡”文字，而是純綠色，而不是綠色和黑色。 盡管進行了這種簡化，但只有6％的人從內存中繪制了近乎完美的星巴克徽標。

• 31% drew an old logo with the brand name
  31％的人在商標上畫了一個舊徽標
• 55% drew the mermaid but forgot her tail
  55％吸引了美人魚，卻忘記了尾巴
• 45% drew the mermaid but forgot her crown
  45％吸引了美人魚，卻忘記了她的王冠

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.

總體而言，盡管星巴克每天售出約幾百萬杯咖啡，但美人魚的精致細節使其徽標在所有調查的品牌中被最不準確地記住 。

6.宜家 (6. IKEA)

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

156名美國人從記憶中得出的最準確的徽標屬于瑞典公司IKEA。

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

字母是如此簡單，是宜家徽標最重要的元素之一。

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

88％的人記得他們用大寫字母書寫。

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.

從內存中提取宜家徽標的人們中有30％能夠完美地重新創建其文字，形狀和顏色的組合。

• In 12% of drawings IKEA not written in uppercase
  在宜家的12％圖紙中，未使用大寫字母
• In 14%, wrong brand colors
  14％的品牌顏色有誤
• 41% drew the oval logo background
  41％畫了橢圓形徽標背景

摘要 (Summary)

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

該實驗的核心問題是“我們如何準確回憶起每天看到的徽標？”

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.

結果表明， 大多數人都非常擅長召回品牌顏色 -大約80％的人為他們的圖紙選擇了正確的調色板，而徽標中的形狀和元素則較難回憶。

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).

當品牌徽標隨時間變化時，一部分人會錯誤地融合新舊版本。 同樣，當廣告利用徽標中未使用的強符號(例如，漢堡王皇冠)時，我們有時會滑倒。

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.

總體而言，有16％的人接近完美徽標，而37％的人很好，但并不完美。 正如我們所期望的，徽標越復雜，人們將其完整記住的可能性就越小。

品牌課程 (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?

像蘋果，星巴克和沃爾瑪這樣無處不在的公司的徽標怎么會如此難以置信呢？

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

一種解釋是，正如福爾摩斯所說， “我們看到了，但沒有觀察到。”

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.

巨型公司的徽標如此廣泛，以至于我們不需要在照片上留下任何記憶，就可以識別和參與這些品牌。 相反，我們記得足夠勉強過。 這個過程被稱為“無意識的失憶”-盡管多次見過，但我們未能對其產生持久的記憶。

These are behemoths.

這些是龐然大物。

Big companies with big advertising budgets.

廣告預算大的大公司。

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

如果人們不記得自己的徽標，是什么讓您認為他們會記住您的徽標？

外賣課程 (The Takeaway Lesson)

People aren’t going to remember your logo.

人們不會記住您的徽標。

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

哎呀，他們不記得目標徽標中有多少個戒指。

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

目標不是值得紀念的徽標。 這個徽標可以立即識別，而且不容易與其他徽標混淆。

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。 誰抄襲了誰？ 沒人知道。

但是等等...你會做得更好嗎？ (But wait… would you do any better?)

流行測驗：自我測試！ (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徽標中，“ F”是位于左側，中間還是右側？ —在Android徽標中，手臂或腿是否已分離？ — Reddit徽標中的眼睛是什么顏色？ —亞馬遜徽標下的箭頭是什么顏色？ — NBC徽標中有幾根羽毛？ — Google徽標中有幾種顏色？

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

如果您不使用Google，那么您失敗了多少？