• Research by Vistaprint has revealed the top 50 most memorable logos and why a well-designed logo is one of the most important aspects when starting a small business
  • For shoppers, having a good logo makes them trust a brand or business (26%) more overtaking childhood memories of a brand (22%), packaging (20%) and even advertising (19%)
  • More than a quarter (27%) of the UK is more likely to shop small if the small business has a well designed logo
  • When it comes to choosing which brand to buy from, it’s clear a logo plays a key role, as Brits deem brands with blue logos the most trustworthy and yellow least trustworthy.

In an age of global options and opportunities, new research reveals a compelling logo isn’t just for big brands. While Apple, Amazon and Coca Cola were voted the most memorable, UK shoppers agree that small businesses with a well-designed logo can benefit in the same way that major brands do.

Commissioned by Vistaprint, a study of 2,000 adults revealed that more than a quarter (27 per cent) are more likely to buy from a small business if they have a well designed logo. Half of the adults polled (50 per cent) expect large and small companies to have equally memorable logos, suggesting it’s an even playing field for businesses of any size, including small businesses across the UK. 

It’s crucial for a business to get their logo right, as when it comes to building trust and memories, 26% of respondents said logos are important, followed by advertising campaigns (19%), creating a ‘brand story’ (19%) or even packaging (20%). For Gen Z, having a well designed logo is the second most important element when it comes to making a memorable and trustworthy brand, aside from the product itself. For one in 10 consumers, getting their logo right would be ‘the highest priority’, if they were to set up their own enterprise or small business.

For brands aiming to drive more consumer spending their way and boost profits after a year of lockdowns, research revealed that blue logos make shoppers want to buy from them (13%) and is also the favourite logo colour for over 25’s, but Gen Z is leading the charge for monochrome and more neutral logos, with black being this age group’s preference (54%) and closely followed by blue (50%) and white (47%).

The study also ranked fifty iconic logos and found that the simple ‘Apple’ logo of the global tech giant is the most memorable for UK shoppers. Amazon’s A-Z motif is now more recognisable than both McDonald’s golden arches, and even Coca-Cola’s classic script logo, due to being ‘iconic’, ‘easy to remember’ and ‘standing out’ for consumers.


1.    Apple

2.    Amazon

3.    Coca-Cola

4.    McDonalds

5.    Adidas

6.    Audi

7.    Nike

8.    Google

9.    BBC

10.  Cadbury’s

Emily Shirley, General Manager of Vistaprint UK and Ireland, explained: “A logo is much more than just the name of your product.”

“If it’s well-designed and represents the brand well , that can subliminally reflect positively on the business owners or employees and direct consumer’s cash their way. Things like colour, size, font choice and shapes all have deep psychological effects on consumers, and it’s important that none of these are overlooked.”

“Creating a logo that stands the test of time is an enormous accolade for any business, big or small, but creating a memorable logo should never be considered as unattainable for small businesses. Investing in high quality, custom design and consulting a professional is worth it because not only is a logo the face of your business and brand, it can also have a real impact on your bottom line. Through our global creative community at 99designs by Vistaprint, we make great design accessible to every small business.”

Click here to see an infographic illustrating the key results.

— ENDS —

Notes to Editors:

The research was commissioned in July 2021 by Vistaprint and conducted by a third-party research partner OnePoll with a random sample of 2,000 UK respondents aged 16+.

Vistaprint and the Vistaprint logo are trademarks of Cimpress plc or its subsidiaries. All other brand and product names appearing in this article and survey may be trademarks or registered trademarks of their respective holders to which Cimpress plc or its subsidiaries has no affiliation with or sponsorship from.


  1. Blue (17%)
  2. Red (14%)
  3. White (13%)
  4. Black (11%)
  5. Yellow (8%)
  6. Green (8%)
  7. Purple (8%)
  8. Orange (6%)
  9. Gold (6%)
  10. Silver (5%)


  1. Apple
  2. Amazon
  3. Coca-Cola
  4. McDonalds
  5. Adidas
  6. Audi
  7. Nike
  8. Google
  9. BBC
  10. Cadbury’s
  11. BMW
  12. Disney
  13. Kellogg’s
  14. Facebook
  15. eBay
  16. Royal Mail
  17. Heinz
  18. British Airways
  19. Volkswagen
  20. Mercedes
  21. Shell
  22. Lloyds Bank
  23. Ferrari
  24. Chanel
  25. Paypal
  26. Lego
  27. Twitter
  28. Microsoft
  29. Playboy
  30. WhatsApp
  31. Costa
  32. YouTube
  33. Ikea
  34. Starbucks
  35. ITV
  36. Red Bull
  37. Air BnB
  38. Gucci
  39. Playstation
  40. Instagram
  41. Marmite
  42. Yorkshire Tea
  43. Harrods
  44. McVities
  45. Spotify
  46. Nintendo
  47. Xbox
  48. TikTok
  49. Pinterest
  50. LinkedIn