McDonald’s, which has a UK network of around 160 franchisees who run 900 outlets, has come second in a poll to decide Britain’s favourite logo.
Top spot in the study went to Coca-Cola.
Commissioned by label maker Avery UK, the research of 2,000 UK adults found a brand’s logo is so important it’s the first thing we notice about a product, ahead of its name and even its colour.
Logos are also a key part of what makes a brand memorable - 46 per cent said they are the most enduring aspect.
Fiona Mills, marketing director for Avery UK, says: “Last year Avery conducted one of its biggest research projects to date, looking at branding and label design for both products and packaging and the effect these have on small business success.
“The results clearly showed what a huge impact design and branding have in terms of persuasiveness, consumer trust and perception.
“When the highest performing label design elements combine, such as handwritten fonts, bold colours and shapes, emotion and use of heuristics [the brain’s mental decision making shortcuts], the results can be extremely powerful.”
Other logos in the top 10 include the emblems for Nike, Guinness and LEGO, along with those for Michelin and PG Tips.
Top 20 most popular logos:
1. Coca-Cola
2. McDonald’s
3. Mickey Mouse (Disney)
4. Cadbury
5. Apple
6. Nike
7. Guinness
8. LEGO
9. Michelin
10. PG Tips
11. Oxo
12. Mercedes-Benz
13. Google
14. Levi’s
15. Adidas
16. Pepsi
17. British Airways
18. Volkswagen
19. Shell
20. Amazon