Never underestimate the power of a shape. Shapes can make a product stand out from competitive brands on a shelf. It can become the architectural signature for a retail chain, or it can simply be a logo stamped on a family of products as the company's assurance of quality. Able to communicate across in any language, a recognizable shape provides a visual identity even in places where the brand name may be hard to pronounce. Therefore, for shape or logo equity to develop, the silhouette must be distinctive and aptly designed for its intended use, and be presented consistently and frequently over time.

All the logos below are very well known. See if you can recognize them. Click on the "Reveal Name" button under any logo to reveal its name (requires JavaScript-compatible browser, such as Netscape Navigator 2.0 or above or Microsoft Internet Explorer 3.0 or above).