Brand Confusion? Brand Reversion by Graham Smith

07/19/2011 @ 4:15 pm, by Jensen Beeler8 COMMENTS

Artist Graham Smith is helping play with our brand awareness today, as the British graphic designer has done up several companies’ logos with the name of another (usually a competitor). The effect is an interesting one, as your mind tries to sort out the shapes it recognizes with the name it actually sees, much like the Stroop Effect in psychology studies – an interesting phenomena where names of colors were shown in a font whose color was different than the name. When subjects were asked to say out loud the color used for the font, it often resulted in the tendency to want to say word shown instead. We had the same effect looking at Smith’s work, making this an interesting take on logo design and a bit of fun psychology all wrapped-up into one. Examples after the jump.

Source: I’m Just Creative via


  1. Keith says:

    heh, the Moto Guzzi / Harley Davidson is sublime. I’m a heretical for wanting Moto Guzzi or Benneli to buy out Harley and bring a little sensibility to the brand. ;^)

  2. Jake Fox says:

    My knowledge of the law is admittedly limited, but it seems like that’s just asking for trouble.

  3. ZeitgeistXIII says:

    @Jake, its not being used by those brands. Its more like a parody so there really are not any legal issues to be concerned. If he was selling them or the brands mixed were using then maybe but it is just illustrations.

  4. Shawn says:

    Just enjoy it, it’s fun to view.

  5. RSVDan says:

    Mentioning the words “sensibility” and “Benelli” in the same sentence makes me chuckle.

  6. irksome says:

    The HD/MG swap is heresy. One company makes a gorgeous v-twin and the other is just another Harley Road Pig.

  7. Jeff says:

    More content like this! Love it.

  8. Tom says:

    Well, Benelli is still Chinese owned are they not?