Some brand graphics are so familiar and entrenched in our memory that our brain often registers the name based solely on the logo’s shape and color. Our mind “fills in the blank,” even when the name is hidden from view. The color and shape of the logo are part of the brand’s identity. They often have as much equity and recognition value as the name itself. In certain circumstances when a company wants to signal major improvements in quality, product offerings or reputation, walking away from or tweaking old brand elements may not be a bad idea. But it shouldn’t be done casually.

See if you can guess these brand name from the shape and color of their logos. (See answers at end of article.)