What makes a good logo?

In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain.

Hear how Octopus used two proven psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry).

You'll learn:

- Why a distinct logo made one beer taste 5% better

- How a 1933 German study explains why Octopus stands out

- Why brands from McDonald's to KFC give their logos human faces

- And what happened when researchers asked people to turn off a robot

---

Subscribe to my newsletter: nudgepodcast.com/mailing-list

Unlock the Nudge Vaults: nudgepodcast.com/vaults

Connect on LinkedIn: linkedin.com/in/phill-agnew

Read Aaron’s book: ⁠thethingswelove.com/⁠ (thethingswelove.com)

---

Today’s sources:

Bartneck, C., Van Der Hoek, M., Mubin, O., & Al Mahmud, A. (2007). "Daisy, Daisy, give me your answer do!": Switching off a robot. Proceedings of the 2nd ACM/IEEE International Conference on Human-Robot Interaction, 217–222.

Shotton, R. (2017). The choice factory: 25 behavioural biases that influence what we buy. Harriman House.

Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House.

Von Restorff, H. (1933). Über die Wirkung von Bereichsbildung im Spurenfeld. Psychologische Forschung, 18, 299–342.