They say that we develop first impressions of the people we meet within moments. For example, one study concluded that we judge the trustworthiness of a human face in a tenth of a second or less. Branding is remarkably similar: a quick glance at a logo can yield a wide range of emotions and associations.
I was on a bus driving through Times Square recently when I invented what I call ‘The Logo Rorschach Test.’ Basically, it just means that you look at a batch of logos in quick succession, giving your first impressions of each without over-thinking it (it’s not exactly the same as an actual Rorschach test, but it’s a catchy name).
The following are some logos I saw during that bus ride, along with the first words that popped into my mind when viewing them. I actually think this can be a very efficient way of critiquing brand identity. Of course, my first impressions of these logos are not first impressions – these are familiar brands so my responses partially reflect the logos themselves, but also reflect my feelings about, for instance, how crappy the Times Square Marriott probably is.
What does your logo say to people at first glance?
Ann Taylor Loft First Impressions:
Charles Schwab First Impressions:
Blue is disarming
Asics First Impressions:
Complete and total indifference
Merrill Lynch First Impressions:
Marriott First Impressions:
TD Bank First Impressions:
Green = money = duh/so what
H&M First Impressions: