Making News
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The World’s Most Recognizable Logo
August 8, 2016 | Branding Emails
The World’s Most Recognizable Logo?
What logo do you think is the most recognized in the world? I had my own theory on the subject, but what do I know? I’m only a graphic designer. So I went out and asked 50 kids from Andover, Massachusetts what they thought. I know...not a very scientific study...but hey, it was fun.
The Ground Rules
First off, I couldn’t choose any logo that was too obvious—like a letter-formed logo (IBM, UPS). It couldn’t be a shape anyone could recognize (Apple Computer). And I couldn’t use a religious symbol (Christian cross, Jewish star). Then, I removed color from the equation by turning each logo into grayscale, put each logo on a sheet of paper of equal weight, and asked the kids to identify them.
The logos I selected were: Pirate (Jolly Roger), at&t, NBC, Nike, Disney, Mercedes-Benz, McDonald’s, Target, and the Red Cross.
My theory was that the Pirate logo/symbol would be the most recognized. I thought that with movies like “Pirates of the Caribbean” and kids general love of pirates, coupled with all the news about over 200 maritime vessels being hijacked by pirates off the coast of Somalia, that logo would trump them all. What’s more, it’s a logo that’s universally recognized. Naturally, I thought you’d like to know more about the history of this symbol, so I did a little research you can use the next time you attend a kid’s birthday bash with a pirate theme.
Pirate Flag History
The name “Jolly Roger” is thought to have come from joli rouge (pretty red), a wry French description of the bloody banner flown by early privateers. The flags were meant to strike mortal terror in the hearts of the pirate’s intended victims. They often featured skeletons, daggers, cutlasses, or bleeding hearts on white, red, or black fields. The skull and crossbones motif first appeared around 1700 when French pirate Emanuel Wynne hoisted his fearful ensign in the Caribbean. The flag contained a litany of symbols designed to send a specific message. The skull symbolized natural death. A skeleton, often with horns, indicated a tormented death. A dart or spear was used to communicate a violent death, while a bleeding heart signified a slow and painful death.
Pirates didn’t fly the Jolly Roger at all times. Like other vessels, pirate ships usually stocked a variety of different flags and would often fly false colors or no colors until they had their prey within firing range. Then they’d hoist the Jolly Roger and simultaneously fire a warning shot. Despite its prominence in popular culture, most pirates often employed plain black flags in the 17th-18th century. Historically, the flag was flown to frighten pirates’ victims into surrendering without a fight. It conveyed the message that the attackers were outlaws who didn’t consider themselves bound by the usual rules of engagement, and would willingly slaughter those they defeated.
Since the decline of piracy, various military units have used the Jolly Roger, usually in skull-and-crossbones design to convey the proverbial ferocity and toughness of pirates. It has also unofficially been used to signify Electric Hazard and Poisons.
The Results
So what did the kids think? Out of 50 kids between ages 5 and 13, here are the world’s most recognized logos.
So much for my theory! The winner was McDonald’s. I guess to no parent’s surprise. Second was Target, third was Disney (Mickey Mouse). The venerable Pirate logo gained 80% recognition, coming in fourth. Interestingly though, among ages 5 and 6 it was right up there with Mickey D’s.
So What About Your Brand?
How can you get your brand internationally as well recognized as those in our highly scientific, statistical survey? That’s where we come in. We apply our deep experience in corporate and institutional branding to help you set your organization apart in a world of me too, just like us—a world of pirated identity.
If you would like us to help you take a fresh look at your brand, please give me a call at 617-661-6125, or email to set up a meeting. We’d love the opportunity to talk about your branding challenges. And help you fly your organization’s banner with pride.
We’ll even bring along some Pirate’s Booty to thank you. Yo-ho-ho and a bottle of root beer.
Stewart Monderer