Logo Design & Branding Quiz

Question 1

The Nike 'Swoosh' is one of the world's most recognised logos. Who designed it and how much was she paid?

Accepted Answer

Carolyn Davidson — paid $35 for the design in 1971 (later given Nike shares)

Answer

Milton Glaser — paid $100,000 in 1971

Answer

Paul Rand — paid $100,000 as part of a larger IBM-style design programme

Answer

Rob Janoff — paid $2,000, the same as for the Apple logo

Question 2

What is the hidden image in the Amazon logo (the arrow from A to Z)?

Accepted Answer

A smile — the arrow goes from A to Z suggesting Amazon sells everything and it creates a smile under the word

Answer

An arrow pointing to the A, representing Amazon's name

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A river representing the Amazon River — its source of inspiration

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A bow and arrow representing swift delivery

Question 3

Paul Rand designed some of the 20th century's most influential corporate logos. Which technology company's logo is he most famous for?

Accepted Answer

IBM — the striped blue logo

Answer

Microsoft — the Windows flag logo

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Apple — the bitten apple

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Intel — the 'intel inside' badge

Question 4

Rob Janoff designed the Apple logo in 1977. Why does it have a bite taken out of it?

Accepted Answer

So it would not be confused with a cherry or tomato when reproduced in a single colour

Answer

To represent Adam and Eve's forbidden fruit — linking knowledge and technology

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Steve Jobs personally insisted on the bite as a reference to Alan Turing's death

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The original design had no bite — it was added to reduce the logo's weight visually

Question 5

What is the FedEx logo's famous hidden element that most people don't notice?

Accepted Answer

A white arrow formed between the E and the X in the orange 'Ex' section

Answer

A hidden 'F' in the blue section of the logo

Answer

A small aeroplane hidden in the negative space between the letters

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A clock face hidden in the 'e' suggesting timely delivery

Question 6

What is the 'golden arches' symbol and which fast food brand uses it?

Accepted Answer

McDonald's — the M shape formed by two golden arches, representing the letter M and warmth

Answer

Burger King — representing the crown shape of its logo

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Subway — representing the fresh ingredients flowing into the sandwich

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KFC — representing the drumstick shape of its chicken pieces

Question 7

Milton Glaser created the 'I ♥ NY' logo. What was the original brief and how much was he paid?

Accepted Answer

Sketched on a scrap of paper in a taxi for a temporary 1977 New York State tourism campaign — he donated it for free, waiving his fee

Answer

Commissioned for $10,000 by New York City's tourism board as a permanent identity

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Paid $500,000 as part of a long-term rebranding contract for New York City

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Designed by committee with Glaser refining the final version — he charged his standard studio rate

Question 8

What is a 'wordmark' (logotype) logo and how does it differ from a symbol/icon logo?

Accepted Answer

A wordmark uses only the company name in a distinctive typeface; a symbol/icon uses a graphic mark without text

Answer

A wordmark uses colour; a symbol logo uses only black and white

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A wordmark is used only on digital platforms; symbol logos work in print

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A wordmark is trademarked; a symbol logo is only copyrighted

Question 9

What is 'brand consistency' and why is it important in design?

Accepted Answer

Ensuring all brand touchpoints (colours, typography, tone, imagery) follow established guidelines — creating recognition and trust

Answer

Using the same designer for all brand materials over many years

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Making all products in a brand family the same size and colour

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Keeping a brand's visual identity unchanged for at least 10 years

Question 10

The Starbucks logo has evolved significantly since 1971. What image is at its centre?

Accepted Answer

A twin-tailed siren from Greek mythology — a seductive creature drawing sailors to sea (and customers to coffee)

Answer

A green mermaid holding a coffee cup in each hand

Answer

The face of the original Starbucks founders

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A stylised coffee plant with two pods

Question 11

What is 'rebranding' and what are the risks involved?

Accepted Answer

Significantly changing a brand's visual identity or positioning — risks alienating loyal customers while aiming to attract new ones; the Gap logo change (2010) is a famous failure

Answer

Creating a brand for the first time — it carries no risk if done by experienced designers

Answer

The annual refresh of seasonal marketing materials for established brands

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Changing the CEO or leadership team of a company with a strong visual identity

Question 12

What is the significance of Coca-Cola's distinctive red colour in branding?

Accepted Answer

Coca-Cola's red is one of the most protected brand colours in the world — its specific Pantone shade is central to its identity and has influenced modern conceptions of Santa Claus

Answer

It was chosen to match the colour of cherries — the original Coca-Cola flavouring ingredient

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It was arbitrarily chosen by a printer in 1886 as the cheapest available ink colour

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It was mandated by US food labelling laws requiring stimulant drinks to use red packaging

Question 13

What is the 'Target' retailer's logo designed to represent?

Accepted Answer

The concentric circles of an archery target — the retailer's name comes from the idea of hitting the mark with great value

Answer

A camera lens aperture representing focusing on the customer

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The sun — representing warmth and accessibility in retail

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A wheel — representing their delivery and logistics network

Question 14

What is the 'London 2012 Olympics' logo known for in design circles?

Accepted Answer

Being one of the most controversial Olympic logos in history — divisive, abstract, and expensive at £400,000

Answer

Its elegant representation of the Thames river and Olympic rings

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Its innovative use of the Union Jack colours in an Olympic context

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Being the first digitally created Olympic logo

Question 15

What is 'colour psychology' in branding and give three examples?

Accepted Answer

The use of colour to evoke specific emotions and associations: blue = trust/reliability (banks, tech), green = health/nature (organic brands), red = urgency/appetite (food, sales)

Answer

The scientific measurement of consumer reactions to different colours using EEG equipment

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The process of matching packaging colours to the product's natural colour for authenticity

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Academic research into cultural differences in colour perception and preference

Question 16

What is an 'identity system' in design and how does it differ from just a logo?

Accepted Answer

An identity system includes the logo, colour palette, typography, imagery guidelines, and all rules for their application across every brand touchpoint

Answer

An identity system is the digital version of a logo for social media platforms only

Answer

A collection of multiple logos used in different contexts by the same company

Answer

The personal artistic style of an in-house design team

Question 17

The Penguin Books logo is a simple penguin in an oval. Why was the penguin chosen in 1935?

Accepted Answer

The founder Allen Lane spotted a stuffed penguin in Edinburgh Zoo and thought it had the right combination of dignity and playfulness

Answer

The penguin was chosen because it is black and white — representing the printed page

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It was designed to match the founder's personal coat of arms which featured a penguin

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Penguin Books was founded in a building next to London Zoo's penguin enclosure

Question 18

What is the 'Swoosh effect' in sponsorship design — named after Nike's logo?

Accepted Answer

When a logo becomes so recognisable it no longer needs the company name — Nike now often appears without the word Nike

Answer

When a logo increases in value through athlete association rather than paid advertising

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The psychological feeling of speed and forward motion created by diagonal logo shapes

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When a rebranding campaign successfully changes public perception of a company

Question 19

What is the 'Tiffany Blue' and why is it legally significant?

Accepted Answer

A specific robin's-egg blue (Pantone 1837) that Tiffany & Co. has used since 1845 — one of the first colours to be trademarked as a brand identifier

Answer

The blue colour used in all precious jewellery boxes by international law

Answer

A colour developed by Tiffany's in-house chemists that cannot be replicated by other manufacturers

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A Pantone colour swatch created for the luxury goods industry to standardise premium packaging

Question 20

What principle makes the Twitter (now X) bird logo and other icon logos effective at very small sizes?

Accepted Answer

Simplicity and strong silhouette — an effective logo must be immediately recognisable as a clear shape even at 16×16 pixels (a favicon) or embossed on a pen

Answer

Using a maximum of two colours so the logo reproduces cleanly in any medium

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Having perfectly symmetrical design so it reads correctly when reflected or inverted

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Using only straight lines so the logo can be drawn accurately by hand by anyone