100% of Millennials Recognize Apple, Compared to 83% For Microsoft

A study reveals public logo recognition of top 200 global companiesAutomated logo designers GraphicSprings have released a study revealing the world’s most powerful logos, in terms of public recognition. In order to understand the impact well-designed logos have on a brand’s success, the graphics company commissioned a poll asking individuals to identify the logos of the top 200 most profitable companies worldwide. The results of the study show that the profit and market value of a company do not always correlate with levels of recognition, as many of the world’s most profitable corporations are virtually unknown.The study focuses on the top 200 corporations around the world based on yearly revenue, taking into account sales, profits and assets in US$ Billions. The visually-aided survey asked 24,000 participants from Europe, America and Asia to rank each logo on their recognizability, and the results are divided generationally, regionally and ranked by average responses. The participants were divided into the following age categories: Millennial, Xennial, Generation X and Baby Boomers. The results were then numbered and ranked. Each rank is expressed as a percentage, meaning that a rank of 100 indicates that 100% of respondents correctly identified the logo.The full methodology can be found at the bottom of the press release.To view the full results of the study, please see here: https://www.graphicsprings.com/most-powerful-logosThe table compares the generational recognition differences between Millennials and Baby Boomers of 6 IT companies which feature in the top 200 global corporations, all of which hail from The United States.You may view it at https://www.graphicsprings.com/most-powerful-logosThe results above are a clear indicator of how brand recognition changes from generation to generation. Dell Technologies, for instance, is recognized by 80% of Baby Boomers, but only 45% of Millennials in America, whereas Apple is universally recognized, no matter the age of the respondents. Additionally, Microsoft is 90-95% recognized by those born from the 1940s to 1985, whereas it drops down to 75-85% for Millennials in US and Europe, suggesting that Apple reigns supreme with the younger generation in these regions. Interestingly, recognition for Microsoft in Asia remains high across all generations.The table below reveals the top 10 most recognizable companies overall worldwide:

#	Company	Logo	Country	Market Value (in billion US-$)	US (Average)	EU (Average)	Asia (Average)	Total Average
1	Coca-Cola		United States	182.9	100	100	100	100
2	Sony		Japan	40.4	100	100	97.5	99.16
3	Ford Motor		United States	44.7	100	100	97.5	99.16
4	Walt Disney		United States	178	100	100	96.25	98.75
5	Apple		United States	752	100	100	96.25	98.75
6	BMW Group		Germany	57.7	100	100	95	98.33
7	PepsiCo		United States	159.4	100	98.75	96.25	98.33
8	Toyota Motor		Japan	171.9	98.75	98.75	97.5	98.33
9	Volkswagen Group		Germany	72.9	97.5	100	92.5	96.66
10	Honda Motor		Japan	51.4	97.5	96.25	95	96.25

N.B. The full methodology can be found at the bottom of the press release.The table below reveals the top 10 most profitable corporations in the world, and their logo recognition. Four are Chinese companies which all have very low recognition scores, even in Asian countries.

#	Company	Logo	Country	Profits (in billion US-$)	US TOTAL (Average)	EU TOTAL (Average)	Asia Total (Average)	Total Average
1	Apple		United States	45.2	100	100	96.25	98.75
2	ICBC		China	42	0	5	21.25	8.75
3	China Construction Bank		China	35	0	0	6.25	2.08
4	Agricultural Bank of China		China	27.8	0	0	6.25	2.08
5	Bank of China		China	24.9	0	0	7.5	2.5
6	JPMorgan Chase		United States	24.2	93.75	10	15	39.58
7	Berkshire Hathaway		United States	24.1	50	7.5	2.5	20
8	Wells Fargo		United States	21.9	85	1.25	0	28.75
9	Alphabet		United States	19.5	13.75	10	1.25	8.33
10	Samsung Electronics		South Korea	19.3	88.75	91.25	98.75	92.92

N.B. This is a sample of the full results. The full study can be found here: https://www.graphicsprings.com/most-powerful-logosOf the 10 corporations which 100% of Americans could identify, all were companies from the United States except for German BMW Group and Japanese Sony. Of the 51 corporations that 0% of the American public could identify, 63% were Asian companies hailing from China, Hong Kong, Japan, South Korea, and Thailand. In comparison, the only company which received 100% recognition from Asian respondents was Coca-Cola, while 47 corporations were completely unknown. Of this 51 % were American companies, and one Chinese company was completely unrecognizable to Asian respondents.