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3 Famous Food Brands – How Well Do Americans Remember Them?


We all have our favorite food brands and for a number of reasons. Choosing them can be a matter of reliability, cost, aesthetic appeal or just familiarity. It’s likely that you reach for one brand of ketchup or mustard over another as you complete your grocery list. Brands are constantly fighting for attention creating expensive advertising campaigns, redesigning their logos and attempting to understand the millennial market. But do their efforts really pay off? How well do we even remember the logos of brands we reach for daily?

In an effort to better understanding the role logos play in branding, we reached out to the people who consume them. Our study looks at eight of the most infamous food brands Americans have seen on a near daily basis since childhood. Using the original logo, we re-designed and altered them based on three simple things: color, font and design details, then tested women and men of various demographics to see what they thought was the correct option. How well do people remember the brands they love so much? Keep reading to find out how the result for three famous food brands stacked up.



Arm & hammer logo

With over 50 uses for baking soda, Arm & Hammer is easily one of the most well-known kitchen and household items. Baking soda sold at a rapid pace when women were full-time homemakers, but as women’s role in society evolved, home baking decreased and so did Arm & Hammer’s role in the kitchen. To stay relevant, they continued to develop uses for their bicarbonate soda from toothpaste to cat litter, and with that, came changes to the logo.

The Arm & Hammer logo has evolved to keep up with product changes and new uses for baking soda, but let’s not forget where the brand started in 1867. Below shows the difference between the logo’s start to how you now find it in the grocery aisle.

Original arm & hammer logo

Arm & Hammer is easily recognizable for its bright red logo and muscular arm raising a hammer. This iconic American brand is well recognized, but changes in font and small design tweaks like facing the arm and the hammer in an opposite direction added variety in the responses.

Arm & hammer logos

Breaking down the demographics, we found that men were more likely than women to choose a variation based on color. Additionally, surveyees ages 35 to 44 were more likely to recognize a combination of the color and font variation over other age groups.

Pictorial fraction chart

Arm & hammer logo

Interestingly enough, women born prior to 1953 were more likely to remember Arm & Hammer as a baking soda product choosing the tagline that read “Bicarbonate soda” instead of “Standard of Purity.”

Could it be the hundreds of thousands of likes on Facebook or simply the fact that Americans have been seeing the Arm & Hammer logo floating around their kitchens since childhood that make this such a recognizable brand? With a variety of uses and strong national presence, it’s no wonder that the majority of Americans, regardless of demographic, were able to differentiate the correct logo despite the variations we presented.







Pictorial fraction chart

The phrase “Chicken of the Sea,” was first devised by fishermen as a way to describe the taste of albacore tuna. It was so successful in helping people recognize the brand that it didn’t take long to become the company name. Over the years, Chicken of the Sea has changed hands, moved shores and revamped its look, but it’s still what comes to mind when people think of canned tuna.

Chicken of the Sea started with a plain text logo, but added a blonde mermaid waving her wand in 1952, which is still a consistent feature of the logo today. When most people think of Chicken of the Sea, she is the first image that comes to mind, which is likely what the company planned to increase brand awareness.

Chicken of the sea mermaid

Despite the mermaid’s new looks over the years, our respondents largely remembered her for how she appears today, with one-third of surveyees choosing the correct option. Of those individuals, 22 percent remembered the mermaid perfectly, but chose a different option in color and style of font.

Chicken of the sea logos

On average, millennials were most likely to choose the correct logo at 40 percent compared to 27 percent of Baby Boomers and older generations who chose correctly. This was especially noticeable in the male demographic, where older men chose the variations that depicted our alternative logos with changes in font, colors or design details of the mermaid.

Women’s responses had less discrepancy compared to the male individuals surveyed. The graphs below show how age played a role in men’s responses and what logo details were remembered most for each age group.

Donut chart comparison

Despite so much change in appearance, the majority of Americans remember Chicken of the Sea for the friendly mermaid. Perhaps the catchy jingle “Ask any mermaid you happen to see, what’s the best tuna…Chicken of the Sea” or the “Mermaid on a Rock” commercials have made sure this brands logo doesn’t go forgotten.



Tree top chart

From applesauce to mango juice, the Tree Top brand can be found in several aisles of the grocery store and lives in the refrigerators and kitchen cabinets of just about any household with children. It has kept up with demand and redesigned its packaging to provide mom’s with a peace mind when it comes to what they slip into their kid’s lunch boxes.

While Tree Top is a relatively new brand compared to others on this list, founded in 1960, the logo has still seen a bit of redesign over its short lifespan. Its look has included everything from a simple kids text logo, to a design that represents its grower owned roots that make consumers feel as if they purchased their apples straight from the orchard.

How did this brand fare in the logo challenge? Just like the others surveyed, we were interested to find out what details were most recognizable. To our surprise, the responses varied more than the other brands with only one-fourth of the individuals surveyed choosing the logo correctly. Others recognized our variation with italicized font and the plain text logo minus its lush surroundings.

Tree top logos

While these font variations are a minor change, it was surprising to find that both women and men selected an alternative font option over the correct logo at 37 percent and 31 percent. While our redesigned color version was the least recognized, the 55 to 64 age group showed interesting results where women were three times more likely to choose this version compared to men.

Pictorial fraction chart

Surveyees across the board seemed to make more mistakes with the Tree Top logo choosing our font variation first, followed by the real leafy logo and, interestingly enough, a plain text logo. Perhaps it’s the brands young age and logo evolution that plays a role in the lack of recognition. Regardless, this kitchen cabinet staple wasn’t easily remembered in our survey.

To recap, does branding stick?

Based on our study, this seems to be the general consensus for household brands who have built trust over the years. The results show that the majority of Americans remember brand logos despite changes in font, color and small details. Of course there are a variety of reasons certain demographics may sway otherwise. This is often the case when companies have experienced rebranding or a series of logo changes over the years. On average, millennials may have a better time recalling a logo if the brand is younger or has targeted youth in their advertising, while older demographics may remember a brand with stronger roots. This was the case with Arm & Hammer, where women over the age of 65 remembered the brand for its bicarbonate soda product—likely because it was marketed to wives and mothers during the mid-century when more women were full-time homemakers. It’s important to remember that the way a brand positions a product can determine how it is remembered in the eyes of consumers for decades to come.

How Small Businesses Can Promote Their Brand


Running a small business can be incredibly rewarding, but there are a unique set of challenges many people struggle to overcome. It can be hard to initially get the project up and running; this is particularly true if you are competing with recognizable brands. If you’ve recently launched a startup but you are struggling to get your name out there and attract customers, there are different ways for you to get noticed. Effective marketing and PR can attract a lot of the right attention. You’ve simply got to know which tactics are the best to use.


Attend Trade Shows

Trade shows are extremely effective for small companies. They provide the opportunity to meet prospective clients while showcasing your talents. Meeting clients face-to-face allows you to prove why you’re a better choice than your competitors; it also allows your company to seem more human and friendly. To have a successful trade show, though, you need to plan your stall beforehand. Invest in a custom trade show canopy, branded merchandise and lots of helpful information such as pamphlets. What’s more, you need to train your employees so they are friendly and approachable, not solely after the hard-sell.


Social Media

Unsurprisingly, social media is one of the best ways to attract more people to your business, and it works particularly well for smaller businesses. Setting up your social media accounts is easy: set up a professional page where you can promote your products/services, engage with your target base and build a network. Be active and regularly interact with posts and always respond to any queries in a timely fashion.


Host an Event

One of the best ways to get people through the door is to, quite literally, invite them inside. Host an event at your store/workshop or rent somewhere you can host an event. The purpose of your event is so you can advertise your company and the products and services you sell. However, keep the event lighthearted and fun. Decorate, have food and drinks, and leave the formal presentation at home. Socializing is the best way to win over the hearts of today’s generation.



Competitions are a great way to establish your brand. This is because they encourage people to do the work for you. Consider giving away a free product or service and have entrants share content on social media to enter – this will very quickly expand your network, and the cost of the product or service will be recovered with the number of new customers you’ve brought in.


Internet Marketing

Internet marketing should never be overlooked, especially for smaller businesses. Digital marketing is accessible and can be cheaper than traditional methods, meaning smaller businesses (with smaller budgets) are able to compete with the bigger brands. Aspects of digital marketing you should focus on including a website, SEO, content marketing, and social media marketing.


It can be challenging for small businesses to establish their brand in the market, and particularly early on. If you are struggling to attract customers and get noticed, then try a combination of the above methods, and you will soon see results.

The Best Ways to Protect Your Intellectual Property Rights


Branding is a major part of business marketing and strategy. Your brand is what people recognize and relate to. Within this, your intellectual property or IP is what defines your company and makes it unique. It’s for this reason that companies spend a lot of money filing patents, copyrights and trademarks; it’s also the reason they defend any misuse of their IP so strongly.

What is Intellectual Property?

Intellectual property covers a whole number of different aspects. Essentially, it is the intellect of a company and is protected by rights. These rights defend a company’s intellectual assets including:

  • Trademarks
  • Copyright
  • Patents
  • Industrial Design Rights
  • Trade Secrets

There are also other things that are afforded protection including words, phrases and symbols. It’s important that companies have these rights because otherwise, another company could copy their design or product without any repercussions. It is also there to encourage inventiveness by protecting the value of the work for the inventors.


If a company or an individual uses, copies or distributes anything that is the subject of intellectual property rights, they need to seek permission from the IP holders first. If they fail to do this, then they can be prosecuted under the civil or criminal law.

The level of infringement often differs depending on which area of the IP it relates to. For patent infringement to apply, someone needs to have been using or selling a copy of the invention without permission.

Regarding trademark, infringement applies if someone uses an identical or confusingly similar trademark without permission. In the event of infringement, the owner of the IP would engage the services of an intellectual property lawyer to go through the evidence and submit this to the court. In many cases, these infringements are settled before a court hearing. However, they can drag on for some time.


Many groups have spoken out about the unfairness or strictness of companies when it comes to IP. They believe that they are too quick to resort to litigation and in many cases, this isn’t justified.

There is also criticism relating to the law as a whole, with some believing the different areas of IP shouldn’t be contained under one law. It is their opinion that these areas demand separate laws as they relate to different areas.

What are your options?

If you believe that your IP rights have been infringed, you need to seek the advice of an intellectual property lawyer. They have the specialist knowledge to advise you on your rights and possible courses of action.

Enforcing an infringement can be a long and costly ordeal, so it is best to make sure that you have sought the correct advice and have gathered as much evidence as possible.

These are just a sample of the things you can do if you think your product or invention is covered by IP law. Making sure that all your IP is correctly filed and registered, however, is the best way to ensure that you have no problems in the future.

Delivering Sensory Experiences Generates Recognition for Miss Details Design


It’s a cluttered field out there when it comes to web design firms. We’re gratified to stand out from the crowd. Miss Details Design was recently recognized by Clutch, a Washington, D.C.-based research firm, as a Top Phoenix Web Designer. The research leverages Clutch’s proprietary methodology, mapping each firm’s focus on web design services against their ability to deliver world-class results for their clients.

We’re proud to be on the list!
Read more

Why hiring a lawyer is good for your brand and your business


As a business, there are a few things that you need to help things run smoothly, and hiring a business lawyer is an important investment many businesses try to overlook. It might be that you’re not too happy about spending money on lawyer’s fees, especially if you are a new business. However, the cost of not having one could be even higher.

Why do I need a Business Lawyer?

Let’s say that you are running a business in Atlanta. You decide to use a symbol in your business advertising that you don’t realize is copyrighted. This could lead to a big lawsuit against you and the company. If you had hired Atlanta business lawyers, they could have helped with copyright and trademark issues and saved you from impending trouble. Unfortunately, it’s too late to hire one after the fact, and certainly more costly.

Having a lawyer can also help with other areas of business law and make sure you stay out of trouble.

What type of law firm do you need?

When you hire a lawyer, they will be responsible for a number of different aspects of your business. The chances are, they won’t know the intricacies of all the areas, so they will have to ask a colleague who is specialized in certain parts such as taxes, intellectual property or real estate.

If you choose a small firm, they might not have all the skills needed to deal with everything you require. They may have to refer you to other firms for additional help. Larger firms usually have the skills required under one roof so you can get help straight away. The only problem is their fees are likely to be higher.

How to choose the right one

The size and capability of the law firm are some of the choices you will need to make. However, there are other considerations you need to take into account. Along with how much their fees are, you need to find out the most cost-effective way to pay them. This could be by the hour or on a retainer, obtaining a list of charges will help you.

For example, do you like them? It might sound obvious, but you have to get along with each other so having some mutual respect will go a long way.

Interview all the potential lawyers to get a feel for how they operate. Don’t be afraid to ask questions and get written details. In the same way, give them as much detail as possible so you know what they can deal with and what they will have to refer to others.

Choosing the right business lawyer can save you from huge financial and legal problems, so it’s important to do your homework and find the best one for you.

Once you have found your lawyer, make sure to keep in regular contact and refer anything you are unsure about to them. It’s better to find out sooner rather than later if there’s a problem.

Why Imagination Beats Knowledge Every Time


“Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.” – Albert Einstein.

We frequently hear that knowledge is power – and it is – but without the imagination to envision what could be, knowledge is of little use. Study the world’s most successful companies, and you’ll quickly discover that a strength they share is imaginative leadership and a willingness to question the status quo. While you might be tempted to simply follow the competition when marketing your products or services, it’s a trap that limits your opportunities for growth. Your most powerful marketing tool is found between your ears.

Remember how, as a kid, your imagination ran wild? Travel back to that time of adventures and ideas, and turn your imagination loose. Google is one company that understands the value of a playful spirit. Developers there have a long history of including “easter eggs” in their products – quirky surprises for their users that showcase the company’s fun-loving nature. Google’s work environment encourages a wild imagination. The bright primary colors, wide open spaces, video game rooms, and pool tables are all intended to crank up employee innovation and collaboration. The company has provided an ideal environment for the creative mind to flourish, and just look at the results! Read more

December Desktop Calendars


Well it has been a while since we have posted desktop calendars here. Just in time for the holidays we have created some beautiful custom designer desktop calendars for you. We hope you enjoy.

Have a Happy Holidays and check back here in January for more creative desktop calendars!

Most screens will use the size that is shown in the image (1900×1200), just click and then right click the larger image that appears and set as desktop background!

Christmas holiday desktop calendar


1024 x 768 1600 x 12001920 x 10801900 x 1200

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August Desktop Calendars


Sneak peek of the August desktop calendars from our sister company Tempo Creative:







See them all here.



The fourth of July Muppet Style


Hope you had a great Fourth of July!!



March Desktop Calendars


Hello There,

As you know we have merged with Tempo Creative, you can find our monthly desktop calendars and other super posts on our Tempo Creative blog.

You can find them here:

March Desktop Calendars