YOUR LOGO SHOULD SHOW WHAT YOU DO

Summary from the TLDR Marketing newsletter

Logos that clearly show what a company does make people view the brand as more authentic, positive, and trustworthy. Across 7 experiments with 4,149 people, brands with descriptive logos were rated up to 27.7% more authentic and 18.7% more positive, and people said they were more likely to buy from 174 real UK startups with such logos. The effect is strongest for new or unfamiliar brands, but it can backfire for undesirable products like lice shampoo. Descriptive logos work because they are easier to process, help people quickly understand the brand, and create associations that make the company seem honest and transparent.