"RECOGNIZING LOGOS V. READING LOGOS"

I just recently purchased "The Mark of Excellence -the History of Taxonomy of Trademarks" and the author, Per Mollerup stated, people recognize trademarks, but do not read them.  This shocked me until he explained some very well known trademarks and what they mean.

The first was Coca Cola:

This tradmark was designed to tell the customer of the two main ingredients in it, Coca leaves and Cola nuts.

The second was Porsche:

This trademark is made up of the coat of arms of Stuttgart, Germany where the car is made and the name Porsche superimposed over it.

The third is IKEA:

This trademark stands for the intials of it's founder, Ingvar Kamprad, and his place of birth, Elmtaryd Aguunnaryd 

Amazing what can be learned when "read" a trademark as opposed to just recognizing it.