We look at familiar logos like we look at faces. That's depressing.
We perceive brands the same way we perceive other people's faces. That's the conclusion of a study by Anne Lange and Rainer Höger,which tested 18 famous brand logos to see how reliable we find the companies behind them. The results were compared with a preceding study doing the same thing for human faces, and the conclusion was startling.
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Source: fastcompany.com