A study of 2,000 adults also found that Amazon’s AZ motif is now more recognizable than McDonald’s golden arches and even Coca-Cola’s classic font logo.
Nike, eBay and Google made it into the top 10 along with Adidas, Cadbury and the BBC.
The luxury car brand Audi took sixth place in the ranking, with its four interlocking rings being considered more memorable than the next best car manufacturer BMW (11th).
Other high-ranking logos were those of Shell, Twitter – and Playboy.
It also found that recognizing a logo could affect consumer spending, as more than a quarter of adults (27 percent) said they were more likely to buy from a small business if they had a well-designed logo.
Emily Shirley, General Manager of Vistaprint UK and Ireland who commissioned the study, said, “A logo is much more than just the name of your product.
“If it is well designed and represents the brand well, it can have a subliminal positive impact on the business owner or employee and steer consumer money in their direction.
“Things like color, size, font choice and shape all have profound psychological effects on consumers, and it’s important not to overlook any of them.
“Creating a logo that will stand the test of time is a tremendous honor for any business, big or small, but creating a memorable logo should never be seen as out of reach for small businesses.”
The research also revealed how consumers feel about different types of logos – with blue logos being considered the most trustworthy and yellow being the least.
One in three (36 percent) believe that a logo helps visualize a brand’s identity, and 15 percent believe that the parent company’s logo can be used to assess the quality of a product.
The majority of adults surveyed don’t expect large companies to have better or more memorable logos than smaller ones, suggesting that businesses of all sizes are on a level playing field.
Logos were also seen as more important in building brand trust and memories than advertising campaigns, the “brand story”, and even the packaging as a whole.
For one in ten, having the right logo would have “the highest priority” when starting their own small business.
Emily Shirley of Vistaprint UK and Ireland added, “It pays to invest in high quality, custom designs and to consult a professional because a logo is not only the face of your company and brand, it can have a real impact on yours too Po have line.
“Through our global creative community at 99designs by Vistaprint, we make great design accessible to every small business.”
For ideas and advice on how to improve your company logo, please visit https://www.vistaprint.co.uk/hub/understanding-logos.
THE 50 MOST UNIQUE LOGOS
16. Royal Mail
18. British Airways
22. Lloyds Bank
36. Red Bull
42. Yorkshire tea
TOP 10 FAVORITE COLORS