There’s a difference between brand recognition and brand recall. Recognition is familiarity. Recall is memory that sticks, it’s when something clicks, and you can’t unsee it.
Think of FedEx and the arrow hidden between the E and the x, or NBC and the peacock formed by its coloured feathers. You don’t notice them straight away, but once you do, they’re impossible to forget. That’s the power of recall.
When Debra Jones, founder of Body Mind Business, said she wanted a brand that “you can’t see at first, but once you see it, you can’t unsee it,” it was a clear creative challenge. We explored hundreds of sketches to find that balance, a symbol that worked as a butterfly but also revealed her initials, BMB.
It’s the kind of detail that rewards curiosity. You see it once, and it stays with you. That’s what great branding does, it lingers quietly in the mind.
Read the full case study here
