What's in a logo?

Well... Apple's Logo Makes You More Creative Than IBM's for starters.

[lorax]

Information Week [informationweek.com]

Apple's logo can make people think more creatively than IBM (NYSE: IBM)'s logo, according to researchers at Duke University's Fuqua School of Business and Canada's University of Waterloo.

Professors Gavan Fitzsimons and Tanya Chartrand of Duke, and Grainne Fitzsimons of Waterloo, in an article scheduled for publication in the April issue of the Journal of Consumer Research, claim that a mere 30-millisecond exposure to famous brand logos can influence view behavior.

Interesting. While I'm an IBM user, I've always thought of Apple as a more creative company and their logo is more inspiring to me.

[jimbeetle]

I've always thought of Apple as a more creative company and their logo is more inspiring to me.

As people have for so many years. And I'm not really sure if the logo has anything to do with it directly; to many folks just the thought of being creative connotes Apple.

When I was in market research back in the '80s a certain personal computer company ran an advertising campaign featuring a Charlie Chaplin character. The spots were amusing, catchy and very inventive. People's overwhelming top of mind recall was that the advertiser was Apple.

Nope, 'twas IBM.

[lorax]

I understand your sentiment jimbeetle. What I found interesting in the report that it was they assert that just looking at the logo inspires creativity. I have experienced this myself. I think we all look for something to expire us as we begin design.

[akmac]

I think we all look for something to expire us as we begin design.

Your creative process is a little different than mine...

;-)