Can You Draw the Starbucks Logo Without Cheating? Probably Not.<br />But they rarely critique it or study it enough to reproduce fine details — a phenomenon<br />that psychologists like Dr. Castel call “inattentional amnesia.” When something is seen frequently, the information ends up being more easily ignored or forgotten.<br />“We know it’s red, but the more subtle features — the exact shape of it, whether there’s a white border<br />around it — these are things we often miss, even though we’ve seen it millions of times,” he said<br />A study conducted in 2014 by psychologists at the University of California, Los Angeles<br />similarly asked 85 participants if they could draw the familiar Apple logo from memory.<br />Dr. Alan Castel, a psychology professor who was one of the authors of the study, said<br />that the inability to accurately recall such daily ephemera as a brand logo really might be a beneficial quirk of our memory system.<br />When 156 people were recently asked if they could draw some of the world’s most iconic<br />brand logos from memory, some of their recreations were laughably off the mark.<br />“We just wanted to know — does it work?”<br />The answer is that being able to recognize a logo and being able to recreate it appear to be vastly different things.<br />Paul Stafford, co-founder of DesignStudio, the agency<br />that led the rebranding effort, said that Airbnb envisioned people renting out their homes and putting their own spin on the Bélo — on everything from magazines to bathrobes and shampoo bottles, like a hotel.
