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Do you think you can draw the Apple logo from memory? If yes, then you are probably feeling overconfident.
According to a 2015 study from the University of California, only seven out of 85 college students surveyed could accurately replicate Apple’s minimalist design — and nearly all of the participants were Apple users themselves. the reason? Our brains often choose not to absorb unnecessary information unless we start memorizing it, which means we’re shockingly bad at remembering even the most ubiquitous brand logos.
Based on new research on the stickiness of different healthcare logos, household pharmaceutical and hygiene suppliers are certainly not in a better position.
The research, conducted by healthcare marketing firm Tepra, surveyed consumers across the United States on a series of logos from medical providers, products and popular consumer brands. Walgreens, Advil, and CVS emerged as the most popular brands, respectively, with Walgreens taking first place among all generations and across genders. However, there were some notable demographic divisions: women were able to identify menstrual brands twice as well as men (surprise!), and Gen Z was 24 times more likely to recognize mental health brands than their baby boomer counterparts. .
But the truly revealing data came when Tepra assigned 111 participants to draw health care logos from memory. When asked to reproduce the logo of dental hygiene brand Crest, participants generally had difficulty picking up on the salient features of the design, which include a bright red “C” followed by simple blue letters. Some artists clearly panicked and jotted down the first idea that came to mind, including a smiling star and moon, a 2D toothpaste tube, and a pink rectangular shape with the words “Crest Toothpaste” inside.
Because the Crest brand is relatively straightforward, other brands presented a greater challenge to survey respondents. Most participants recalled that multivitamin company Centrum’s logo included a rainbow line (with a few notable exceptions, including one entry that appeared to be an Audi logo), but Tepra noted that the line’s placement “seems to surprise many.” And when participants were asked to recall the look of Nature Made, Centrum’s competitor, things really started to unravel. Entries ranged from bright green letters and dark red rectangles to a simple illustration of an avocado.
New data from Tepra suggests that the phenomenon of logo misremembering could stem from several sources: overly complex designs, frequent rebranding, and nostalgia among consumers that means “old brands die hard.”
“These results highlight the importance of distinctive, memorable brands in the competitive healthcare market,” Tepra concludes. But, as their research shows, even the most successful healthcare companies shouldn’t expect glowing results from customers on a surprise logo test.
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