There are 16 brands rotating here.
How many can you remember?

Click here to see all 16 logos.

• 2 have distinct ears. One is a rabbit. The other is a mouse.
• 2 use only circles.
• 1 is of a person’s face. Another is a full-body silhouette.
• 5 logos include the full name of the brand.
• 2 are for destinations. One is a city.
• 1 is simply the 13th letter in the alphabet.
• 2 are technology giants.
• 2 are luxury brands.
• 1 is for an event held every two years.

What makes an icon, name or logo iconic?

First, the image has to work in one color. And not just black-and-white. They have to work reversed in opposite colors too (still using only white-and-black). Not many logos can do this. For instance, there’s the iconic image of Che Guevara:

I also looked the ultra-simple and well-revered emblem of a maple leaf on the Canadian flag. Unfortunately, the flag doesn’t work when it’s reversed. It’s close, but ultimately it’s just not the same thing:

Iconic luxury brands are frequently nothing more than black type, often all caps.
• Examples: Bulgari, Tiffany, Chanel, Gucci

Similarly, many popular women’s brands are also just type.
• Examples: Avon, Victoria’s Secret, Oprah

[Disclaimer: None of these are ICONiQ brands. But they are certainly iconic.]

Of the 16 brands shown above, 11 are visual icons that stand on their own, without the help of a word — just the brand’s name. (Hints: an apple with a bite out of it, and five interlocking rings.)

In fact, some of these symbols are so well-known that they have common names: The Golden Arches, Jumpman and the Swoosh.

These brands aren’t just famous. They have visual icons that have transcended language. They become, in their own way, another letter in our visual alphabet: When you see these certain symbols, a name — with emotions — spring to mind.

That’s powerful branding.

Bottom Line: Branding is owning real estate in people’s minds. That includes words, pictures and ideas.