Maximizing Brand Recall
Before you start thinking of Arnold Schwarzenegger in Total Recall and his “two weeks… two weeks” moment, let’s set the record straight. This isn’t about that. A logo recall is a powerful tool in branding.
A few years ago, Signs.com conducted an interesting experiment, and the results still stand out today.
The Study
Signs.com asked 150 Americans to draw 10 of the world’s most famous logos from memory. The goal was to see how accurately people remembered what they saw every day.
The findings were fascinating. One in five people thought the Foot Locker referee wears a hat. He doesn’t. Nearly half of the participants believed the Starbucks mermaid does not wear a crown. She does.
These simple missteps reveal how people perceive brands — and how memory shapes recognition.
The Power of Brand Recall
Brand recall goes far beyond simple recognition. It is about making a lasting impression. When a brand becomes firmly planted in a person’s mind, it turns into the default choice in its category.
Think about it. When someone asks for a soda, the first name that likely comes to mind is Coca-Cola. That is brand recall in action.
One in 5 people thinks the Foot Locker referee wears a hat (he doesn't), and nearly half of people believe the Starbucks mermaid does not wear a crown (she does).
Why Brand Recall Matters
In today’s fast-paced, information-heavy world, attention is the most valuable currency. Brands that achieve strong recall don’t just stand out — they stay remembered. This level of awareness builds trust, drives loyalty, and shapes long-term success.
1. Consistent Branding
Consistency builds recognition. Every visual element — from your logo and colours to your typography — should align across all platforms. According to the study by Signs.com, maintaining visual consistency can increase brand recognition by up to 80 percent.
Consistency makes your brand familiar, and familiarity builds trust.
2. Quality and Reliability
Great branding cannot compensate for poor delivery. The quality of your product or service shapes how people remember you. Consistent quality builds credibility and encourages positive word of mouth.
In the same study, a positive customer experience led to a 62 percent increase in brand recall. Every interaction counts.
3. Emotional Connection
Beyond visuals and quality, emotional resonance strengthens memory. People remember how your brand made them feel. When your message connects emotionally — whether through storytelling, visuals, or experience — recall becomes instinctive.
A Small Symbol with Big Meaning
At Brand Husl, even our little chicken has its place in brand recall. It was crafted from the “b” in our logo and started as a playful idea, much to the amusement of my two daughters. Over time, it became part of our internal branding — a reminder that memorable design often comes from the simplest ideas. It’s proof that even a small, unexpected detail can build connection and recognition when it’s rooted in meaning.
The Takeaway
Achieving strong brand recall takes time, consistency, and focus. The goal is not only to be recognised, but to be remembered. Brands that stay true to their identity and deliver value consistently earn a permanent place in their audience’s minds.
That is the real power of branding.
Branded in Memory: How Does Brand Recall Work? Signs.comhttps://www.signs.com/branded-in-memory/
BRAND HUSL
We’re a collective of brand strategists, designers, and unapologetic truth-tellers who’ve spent over two decades turning chaos into clarity for businesses across the globe. From global names to fearless startups, we’ve built brands that stick, scale, and sell—without the fluff. Everything we create is rooted in strategy, storytelling, and ROI, because good branding isn’t just pretty—it’s powerful.