This is a fascinating article about how well people can recall and recreate brand identity systems of well known brands. It would seem to indicate what brand identity experts have known for some time - colors and shapes tend to be the most important components of identity systems. Further, it would indicate that more complex systems are more difficult to completely remember and recreate. And replicating people used in logos can be difficult. It also indicates that it may take awhile for an updated identity to begin to replace the previous one in people's minds.
https://www.signs.com/branded-in-memory/
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