I saw a van for a company called Circle Something, with a logo that comprised three squares. Just imagine the conversation.

Designer: Here’s your new logo
Client: But my company is called Circle Whatever-it-is
Designer: Ah, but the element of surprise will make people remember it better
Client: Hmm, you’re the experts I suppose…


We live in a busy world, where we are bombarded with advertising messages from all quarters. We edit out anything that is irrelevant to us. We take short-cuts to help us remember information.

So a circle-shaped logo for a company called Circle Thingy, means we’d code the information both verbally (where words are stored in the brain) and visually (where images are stored), giving us double the chance of remembering it.

Surely that’s what good advertising is all about?

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