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.)

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Even in the sophisticated fashion industry, companies occasionally adopt animals as brand mascots and feature them in their logos. This is probably more the case with sports and casual attire, especially for men. Often easier to remember than an abstract shape, many animals are recognizable as silhouettes and their admirable behavioral traits are widely known. Then again, the chosen animal may simply evoke an aspect of the company’s history or place of origin. Check out these animals and see if you can name the brands they represent.
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