DRINK COCA COLA, PLAY QUIZUP…

By Holly Rees, Account Director

For those of you who haven’t been playing QuizUp, firstly, why not and secondly, when are you going to download the app!? Basically, it does what it says on the tin – it’s an app that lets you play quizzes against your friends and people around the world on your favourite subjects (my top three are Britney Spears, Sex and the City and Hunger Games).

So far, I have played over 250 quizzes with people from 25 different countries (addicted much?). It’s not just fun and competitive, it’s also a chance to test your knowledge and learn new things.

As well as the fun quizzes (Mean Girls, Gossip Girl, 1990s Music), I haven’t been doing too badly at the more intelligent subjects, such as General Knowledge, Name the City and one of my favourite categories – Logos. During each round, a logo from a well-known brand or sports team will pop up with the wording removed and you have to correctly identify who the logo belongs too. Makes of cars and motorbikes, football teams, fast food chains and band logos – whatever the category, I was surprised that most of the time I can recognise the company or team simply by its logo and not the name, even for brands I’m not sure I have even heard of or could tell you what they do.

This got me thinking about the importance of logos and with the evolution of PR as a branding tool. Do we give enough attention to our clients’ visual branding? Is their logo memorable and what does it say about them? Logos are the face of a company and they provide consumers with instant recognition of your business and what you offer. They are only one part of your branding but a logo must portray the values of the company and be aligned with your overall brand strategy.

Logos creep into our everyday lives. With more people watching their favourite TV shows from catch-up services or recordings – it was recently reported that a quarter of British viewers are now consuming TV in this way – brands are becoming smarter at using their logos more prominently in adverts to reach us subliminally. Next time you are busy fast forwarding through the adverts of a recorded show, see how many bold, strong logos you pick up on.

The phrase subliminal advertising was created in 1957 by James Vicary, a US market researcher who said he could get cinema goers to “drink Coca-Cola” and “eat popcorn” by flashing those messages onscreen for such a short time that viewers were unaware of them. Although, subliminal advertising is banned in the UK, researchers have found that briefly displaying words and images are picked up by your subconscious and can change your thinking.

Whether you realise it or not, a brand’s logo is speaking to you on many levels. They become familiar and identify a brand in a recognisable and memorable way. Some logos contain some brilliant hidden messages (look more closely at Amazon, Toblerone, FedEx, Sony Vaio and Coca-Cola).

And if you fancy testing your logo knowledge (you might be better than you think), I’m playing as Holly from the United Kingdom.