We can learn a lot from a 5-year-old. Her simple responses demonstrate two ways a brandmark is viewed:
1. When people have “experienced” a brand, they associate the brandmark with feelings and moments. For example, when the girl saw the Apple logo, I imagine that she immediately felt the “awe” of being in the Apple Store. When she saw the X-Box logo she probably thought about the fun she has playing the X-box at “Ryan’s house”, and when she saw the GE logo she must have remembered her grandpa telling her about his job, or maybe a time she visited him at work.
2. When people have not “experienced” a brand, they will probably immediately think about the color, shape, and meaning behind the logo. For example, “Cheetah… cheetah… cheetah” or when she saw the Google Chrome logo, she saw a beach ball.
When I am hired to design a logo, I find that many clients will overly stress about it. Although it is very important to be happy with the look and feel of the logo, some feel that their logo NEEDS to tell the COMPLETE story of their brand or it will fail. I always tell my clients, “A BRANDMARK IS NOT YOUR BRAND”. A brandmark is strengthened by how people experience it.