I was surfing the web with my three-year old (as we do. You know, looking up videos of thunderstorms and kangaroos and shit) when he saw this simple logo of one of his favorite television shows:
I asked my son, “Do you know what that is?” He quickly replied, ” peg plus cat,” without skipping a beat. You’ll notice that none of the characters in the show are present in the image. Not even this guy:
In short, my son, who can’t read, recognized the branding of a television show based solely on the font style and color of the logo. If that’s not perfect brand recognition than I don’t know what is. You see, you want your viewers to know your name and what you represent the moment they see your logo. When that happens, and all the synapses and brain cells are clicking together in perfect harmony – THAT’S when you know your branding is doing it’s job.
If you sell hamburgers you want your audience to see your logo and think, “they sell hamburgers. I like hamburgers. I want hamburgers. I’m going to go buy one of their hamburgers.” If they don’t because your brand and/or logo is confusing or ordinary, you miss capturing their attention. When you miss capturing their attention you’re missing the point.