Brain scans sound like a terrifying way to resolve logo disputes

Sadly, logo design can sometimes turn ugly. Here at Creative Bloq, we fairly regularly report on the battles that can arise over similar-looking logos (many of them involving Kanye West). Sometimes things go as far as to reach court. 

When that happens, the usual argument put forward by the plaintiff is that the offending logo could confuse a "reasonable consumer." But how do we really know what this hypothetical rational customer thinks? To be sure, the judges would need to read their minds.... and it seems it might just come to that (take a look at our piece on similar logos to see how easy it is to inadvertently replicate a design).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.