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The Apple of the Mind’s Eye

This image is an illustration of an apple.

With its simple design, the Apple Inc. logo is one of the most recognizable emblems in the world. But how well do people remember details of the icon? ... More>

Some Vowel Sounds Pack a Punch for Brands

People make vastly different assumptions about a word based on specific vowel sounds, which can help or hurt perceptions of a brand. ... More>

The Shape of a Logo Has a Powerful Impact on Consumers

People reacted very differently to a product depending on whether the logo shape was angular or circular. ... More>