Designs Outlive Names: Why Logo Design is More Memorable Than a Brand Name
Why are we surrounded by such an immense volume of diverse logo designs in the world today? In other words, have you ever considered that the brand logo design is etched in our minds just as much as, or even more than, the brand name itself?
Every brand has a name and a mark, a history, forward-looking goals, resources, and credibility among its customers. Despite all this, why is logo design still a fundamental necessity for every brand?
The answer lies in the fact that designs are consistently more recognizable than names. Of course, by “designs,” we primarily mean unique and non-repetitive marks that allow us to easily differentiate between that specific design and the myriad of other designs we have encountered.
A product with distinctive packaging and a symbol (logo), remains identifiable to the viewer even if the product’s name is forgotten.
An Example of Logo Memorability vs. Brand Name
You might forget the name of a specific product that has many similar counterparts in its market. However, if you are a consumer of that product, you will undoubtedly recognize the item immediately upon seeing its logo design or packaging! This example holds true for pharmaceuticals, food, industrial goods, and every other product.
Why Is This So? Why are Logo Designs More Enduring than Brand Names?
The world of words is a highly familiar world. We use different words every day: to communicate with others, to shop, to study, to discuss, to express affection, to ask and answer questions—we constantly utilize words and vocabulary. We know this functional world; it is not alien to us.
Now, consider this comparison: What percentage of us are designers? How many people around us possess the ability to draw or sketch proficiently?
The key point is this:
All humans have the ability to speak, learning and becoming familiar with this power from childhood. However, not everyone possesses the skill of design; not everyone has the curious mind required to observe and then sketch; and not everyone understands design principles and graphics.
Furthermore, memorization requires coding to stick in the mind.
The prerequisite for this memory coding is the freshness of the subject being encountered. We have a limited ability to remember similar things, but we have the power to distinguish fundamentally different items from one another. Let’s review the steps of memory encoding once more:
Stages of Memorization:
Observation/Reception (Seeing, Hearing, and all senses)
Encoding
Recall/Retention
The problem of failing to recall a name, and conversely, the success in recalling a design, both lie in the second stage: Encoding.
The more unfamiliar the subject is in the first stage—in other words, the more it transforms into a unique experience—the higher the chance of successful encoding and, ultimately, recall.
New places we see for the first time, flavors we taste for the first time—they always leave an impression that usually stays with us. Logo designs are more enduring than brand names because we encounter and use them far less frequently than words, making them unique visual events that are easier for the brain to code and store.