Drawn from Memory
Start by telling students to each draw a brand logo. Tell them it can be any logo they can think of, for any brand, so long as they can’t see it anywhere around them right now, and that they have one minute to draw it.
When the minute is up, have students hold up their drawings to show to each other. Then ask:
- Did anyone find it hard to remember a logo?
- Was it hard to get the logo right? (Were there any details you think you missed?)
- Why do you think the logo you drew was the first one that came to your mind?
After students have discussed the third point for a few minutes, point out that in addition to being simple and easy to recognize, a good logo is memorable because it captures something of the feel of a brand.
For example, the Nike “swoosh” recalls the feeling of throwing a basketball.
When a company wants to change how you feel about a brand, they may also change the logo as well: for instance, the original colourful Apple logo, which was chosen (along with the name) to make their products feel friendly, was changed to silver when iPhones started to be sold as luxury products.