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[Music] so if you think about the brand iconic triggers that we look at which the brain needs to identify brands its things like colors and shapes and sounds so the most effective logos are the ones that pull as many of those levers as possible Intel is a good example because its not just got a fairly identifiable brand logo its also got a sound that goes with it and the two things will work together logos that they have a consistent shape and a constant consistent color do very well so Apple you know theyre always associated with particular colors Nike very very simple the swoosh can be rendered in lots of different ways the least successful logos are the ones that depend on you reading them so rather than recognizing a shape or a color and the ones that arent clear from a distance you know if you look at a good logo you need to be able to step back 20 feet and still say what that logo is so its its the simple ones that have iconic shape iconic color and if you can attach your
