Why are so few logos hitting the 'gold standard' in 2023?

Images of iconic logos from a report on branding
(Image credit: Ipsos / JKR)

Logo design is often considered one of the most important elements of branding, and a key rule is that a logo needs to be distinctive. But a new report suggests that many of them are falling short.

The market research firm Ipsos and the branding agency Jones Knowles Ritchie (JKR) questioned more than 26,000 people about 5,046 assets belonging to 523 brands. They awarded bronze, silver or gold grades for brand uniqueness according to the responses, and surprisingly only 19 per cent of logos reached the gold standard (see our pick of the best logos for some examples).

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Joseph 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 for creatives, from monitors to accessories and office supplies. 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, where he manages a team of designers, photographers and video editors who specialise in producing visual content and collaterals for the hospitality sector. He also dances Argentine tango.