Logos Make a Mark on Five Year Olds

I’m guessing you’ve already seen this video made by graphic designer Adam Ladd and his five-year-old daughter. She thinks Google Chrome looks like a beachball, and “beachballs are really colorful!” To her Jaguar, Puma and Greyhound logos are all the same — cheetahs! — which is probably great for Greyhound, but not so great for the other two that a young innocent set of eyes can’t tell their logos apart from the one for a long-distance bus line. And I love her interpretation of the Golden Arches: An M for McDonalds that’s made out of french fries. (Does everyone think that? I never made the french fry connection.)

What’s most interesting to me, though, is how thoroughly the logos in her life have come stand in for whole categories of products and services. I’m guessing her family doesn’t own an X-Box, but her friend does and she thinks of its logo as “the thing that controls the TV at Ryan’s house.” She knows that the Mercedes logo is attached to cars and recognizes the Pepsi logo as “the pop from the pizza place.” Starbucks and BP symbols have achieved even more: They’ve become visual synonyms for coffee and gas, products this kids is still years away from consuming herself.

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