M is for memory

- [Narrator] The fourth goal of a logo is to be memorable. That is why memory is the fourth cognitive event in the ARMM model. The second M is for memory. The good news is that by achieving the first three events in the ARMM model, grabbing attention, setting the right emotional tone, and expressing meaning, we have already done much work to make our logo memorable. So this final step is really to tune a logo to take it to the next level, to make it as memorable as possible. And like expressing meaning, the techniques we will explore to help people remember require conscious processing. To review, the first two steps of the ARMM model, grabbing attention and getting the right emotional response, happen beneath our conscious awareness within a second or two. The latter two steps, expressing meaning and making it memorable, happen at a conscious level beginning after a few seconds of exposure and lasting as long as we can hold a person's attention. So let's look at three techniques that…