SiegelGale Brian Rafferty explains why the best logos are the simplest ones, and why new logo backlash is something every brand should expect.
What makes a logo successful? Ask a dozen different designers, and you’ll get a dozen different answers. But how do you quantify a logo’s excellence, or lack thereof? If you’re Siegel+Gale, you organize a study of 3,000 respondents in the U.S. and U.K. to try to put some actual stats on the problem.
We spoke with Siegel+Gale’s global director of research insights, Brian Rafferty, to find out what makes logos memorable, and why logo backlash is often not as big a deal as it first appears.