LOGOS CAN HELP ... AND HURT (CHART)

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The Schecter Group compared consumers' impressions after seeing only a company name with their impressions after being shown the same company's color logo. The "score" reflects the change in the percentage of people agreeing strongly with positive statements about the company.

Federal Express-25%

U.S. Postal Service+2%

Infiniti-9%

Land O'Lakes+2%

Kentucky Fried Chicken+24%

Wal-Mart+4%

Allstate-20%

Prudential-3%

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