Despite millions spent on marketing, a new study by Kitchen Cabinet Kings finds that very few consumers can accurately remember food brand logos of the most well-known companies.
You might think you know the details of certain food brand logos like the back of your hand, but for the majority of Americans, this isn’t the case. In the study, over 1,000 Americans from a range of different ages were asked to guess specific elements of logos. These logos belonged to a host of long-standing food brands like Jif, Arm & Hammer, and Hunt’s.
To understand what logos are remembered best, Kitchen Cabinet Kings redesigned and altered eight logos based on three factors: colour, font and design. Surprisingly, when shown four variations of each logo, most participants failed to identify the correct ones. This is partly due to small tweaks that most companies make to their branding throughout the years. Additionally, a number of these food brand names aren’t advertising as actively as they did in their prime days.
A brand’s value is directly connected to its presence in the memory of consumers. Therefore, if a customer remembers a brand, s/he is likely to purchase that brand; if s/he doesn’t remember it, then they’ll buy the one they do remember. Thus, for a brand, it is important to set itself in customers memory. Take a look below at how Americans fared with remembering some food brand logos and learn more about the study here.
Survey results for food brand logos
Arm & Hammer
Arm & Hammer was one the most recognizable for its bright red logo and muscular arm raising a hammer. However, while it was well recognized, changes in font and small design tweaks like facing the arm and the hammer in an opposite direction added variety in the responses; a surprising 65% selected the incorrect logo.
What comes to mind is some variety of a red logo when consumers think of Hunt’s. However, the survey showed it was nearly a toss up between the real logo with a banner that reads “100% Natural” our altered design saying “All Natural.” A minor change in design detail, but it was enough to stump 35% of participants.
Not many people, regardless of demographic, seemed to remember which side of the logo was home to the Mrs. Butterworth’s apron. However, despite never been particularly computer savvy and not having a strong social presence compared to some of the other brands on this list, Mrs. Butterworth’s doesn’t go unrecognized at 36%.
37% of individuals surveyed were able to differentiate the correct logo from its redesigned counterparts regardless of changes in colour order and slight design tweaks. And of all the redesigned logos in our survey, Jif was the most memorable.
It was surprising that most Americans missed the mark mistaking alterations in the design detail for the correct logo—especially for this favourite mustard. 42% of Americans selected the incorrect logo.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.