What are the functions of brand logos?

[MacLukas]

Brand logos convey certain messages to consumers through specific patterns and colors to achieve brand recognition and promote sales. Brand logos can evoke associations with the brand: They can trigger consumers' associations with product attributes. For example, if a car brand's logo features a lion—the majestic and powerful king of beasts—consumers may associate the vehicle with high efficiency and strong performance. Brand logos can foster positive feelings toward products or services: Distinctive and unique logos can stimulate consumers' imagination, creating a favorable impression of the brand's products or services. Examples include Mickey Mouse, the Jolly Green Giant, the chubby chef on Master Kong instant noodles, the Keebler elves, and the camel on Camel cigarettes. These logos are adorable and memorable, sparking consumer interest and generating goodwill.