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The Design Elements of Food Logos That Consumers Remember

Which elements of the logos of well-known food products do consumers remember? If the font, color, and other design details of logos are changed, do people notice?

To find out, Kitchen Cabinet Kings conducted a study involving 8,000 Americans. The researchers redesigned popular household logos and created four alternative variations of each to compare with the brand's real logo.

For each logo, 1,000 people were surveyed to see whether they recognized when color, design, and font elements were altered.

Below, key findings for some of the popular logos examined.

Chicken of the Sea

One-third of respondents picked the correct Chicken of the Sea logo out of the various options.

Some 22% of respondents picked an option with an altered color and font; some 20% picked an option with an altered color and design.

French's

Some 31% of respondents picked the correct French's logo out of the various options. The largest share of respondents (42%) picked an incorrect version—with an altered flagpole design.

Hunt's

Just over one-third (35%) of respondents picked the correct Hunt's logo out of the various options, and 34% picked an incorrect version—with an altered tagline.

Jif

Some 37% of respondents picked the correct Jif logo out of the various options, and 23% picked an incorrect version—with the font and shadow changed.

About the research: The report was based on a study involving 8,000 Americans. The researchers redesigned popular household logos and created four alternative variations of each to compare with the brand's real logo.