Sales & Marketing

Big and bold: Why Brits find US logos more attractive

3 min read

14 August 2018

It might not please little Englanders, but the UK’s favourite business logos actually come from across the pond. Here's why.

According to a new survey from label makers Avery UK, the iconic red and white symbol of Coca-Cola, the famous arches of McDonald’s and Disney’s Mickey Mouse silhouette logo lead the way in popularity amongst British adults.

Chocolate maker Cadbury sticks up for the Brits with its logo coming in fourth, although the famous old Brummie business is now owned by US firm Mondelez International.

Apple was fifth, followed by Nike and Irish drinks brand Guinness. Avery said nostalgia appears to have played a part in people’s thinking with long established logos such as Fisher-Price, Oxo, Wall’s and Colman’s all featuring in the top 40.

However relative newcomers such as Amazon, Google, Virgin and Starbucks made the list too.

Avery said adults get so attached to a brand’s logo that it’s the first thing they notice about a product – ahead of its name and even its colour.

Logos are also a key part of what makes a brand memorable with 46% stating that they are the most enduring aspect.

A fifth are so loyal to particular brands they will specifically purchase branded products over non-branded counterparts – despite them often costing more. But 33% will only buy from brands they are familiar with. And for 53%, familiarity makes them trust a brand more.

“The results clearly show what a huge impact design and branding have in terms of persuasiveness, consumer trust and perception,” said Fiona Mills, marketing director for Avery UK.

“When the highest-performing label design elements combine, such as handwritten fonts, bold colours and shapes, emotion and use of heuristics (the brain’s mental decision-making shortcuts), the results can be extremely powerful.

“Clear and simple labels performed best in our study and that can be said for many of these well-known brands. In our original study, a behavioural scientist highlighted the important part that imagery and font have to play when creating strong, persuasive labels for products or packages.

“When you look at the brands who are most remembered from the decades these findings really apply, it is easy to picture many of their labels clearly in your mind. The results of this study don’t just apply to big business, there are many useful lessons for smaller organisations. Small businesses can learn a lot from looking at the expertise of bigger brands.”