The strength of a corporate identity

June 14, 2009

Logos are powerful tools in your visual arsenal. How many of these logo fragments can you identify? The example below contains fragments of 18 well-known corporate logos. Jay Doblin, who is a theorist and principal at Doblin Group, along with Charlie Roberston, the founder of Red Spider, state that “brands have become paramount to corporate identity to consumers.” Testing this theory in 1984 they devised a quiz out of fragments of national and global logos, which were flashed on a screen a few seconds. Here is an updated version of the quiz. You will probably be surprised by how many you can identify. It’s an excellent example of how distinctive graphic branding, applied often and consistently, can strengthen a corporate identity. See answers below. logos Answers: 1. Coca-Cola 2. Shell 3. Apple 4. U.S. Postal Service 5. Volkswagon 6. Cingular 7. YMCA 8. AT&T 9. NBC 10. Nike 11. McDonald’s 12. CBS 13. Xerox 14. FedEx 15. Playboy 16. General Electric 17. IBM 18. Texaco

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