It is not uncommon for young children to point at a McDonald’s golden arches while walking or being driven and yell, “French fry!”
According to the infographic below, 67 percent of 2-3-year-old children can correctly match logos and products.
For example, when Pepsi revamped its logo in 2008, the redesign set the company back $1 million. But Sergey Brin, Google’s co-founder, created his company’s logo himself for free. Also interesting: Twitter bought its logo from iStockphoto for $15.
So, how do million-dollar logos ingrain themselves in the minds of toddlers and adults alike? A lot of it has to do with color, the infographic explains. For example, McDonald’s arches are yellow. We often associate the color yellow with joy and energy. And let’s be honest: French fries are enough to make almost everyone feel joyous.
Other examples of logos that play off color include:
Ford: The blue logo inspires confidence, trust and comfort—exactly what you want from a car company.
UPS: The brown logo evokes feelings of reliability, dependability and support. A delivery company should be all of those things.
Firefox: The orange fox suggests creativity, enthusiasm and high mental activity, which most Web browsers would want to be known for.
For more on logo costs and how the symbols are designed, check out the graphic: