The Dove Logo

I went to Costco this week and decided that I would buy a Dove giganto-sized shampoo to match my previously bought Dove body wash. This is not because I am brand loyal to Dove by any means, but rather I wanted to have a matching brand combo… I know… I’m strange. I justify it by saying that I’m a designer.

While half-asleep in the shower this morning I made a discovery: Dove had placed different logos on my two products. If you look closely you can tell the difference in the typography.

First Impressions on Brandmarks from a 5-year-old

We can learn a lot from a  5-year-old. Her simple responses demonstrate two ways a brandmark is viewed: