Brand logo is a visual element that constitutes a brand. Including written signs (such as Huawei's Chinese name "Huawei" and English name "Huawei") and unwritten signs (usually called symbols, such as Huawei's fan-shaped signs). A brand can contain both or one of them.

For example, the logo of Industrial and Commercial Bank of China includes both the logo of ICBC and the red circle symbol embedded with I-shape. Lenovo's Logo has only Chinese and English characters, and there is no non-English logo.

Because the amount of information that consumers can remember in a short time is only 5 2 units, that is, they can only remember 3~7 kinds of information at a time. Therefore, the complicated and tedious brand logo is hard to remember.

There is a saying that there are only two most famous ducks in the world: one is Donald Duck from Disney in the United States; The other is Quanjude roast duck from China.

The latter is the representative of China traditional cuisine with a history of 140 years. However, the logo of Quanjude Roast Duck is very complicated, and it is difficult for consumers to understand what it wants to convey at the first time. In contrast, McDonald's, which is also a catering brand, is more likely to improve consumers' memory with its yellow arched "M" logo.