From the course: The Science of Logo Design

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M is for meaning

M is for meaning

- [Instructor] The third goal of a logo is to express meaning. That is why meaning is the third cognitive event in the ARMM model. The first M is for Meaning. Once a logo grabs a person's attention and once the right emotional tone is set, a logo then has the opportunity to communicate, that is, to express meaning. To best leverage this opportunity, we want to design logos that express multiple meanings that align with the brand and that get people to think hard about those meanings. That is one significant difference with this step. Unlike the first two steps of the ARMM model, this step, expressing meaning, is the first cognitive event in the ARMM model that is processed at a conscious level. And the more people consciously think about the meanings expressed by a logo, the more connections they make in memory and the more likely the logo and its brand will be liked, recognized, and recalled in the future. The key to making logos express meaning effectively is a principle called a…

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