SHORT TAKES

Borden's Elsie leads the herd of logos that actually enhance the image of their brands. Elsie's presence boosts her company's image a whopping 15%. IBM and Mercedes Benz icons enhance the images of their brands 9% and 8% respectively. So says the LogoValue survey conducted by the Schechter Group in New York. Many logos, in fact, actually downgrade a company's image to varying degrees. What people don't realize, notes Alvin H. Schechter, chairman and CEO of the eponymous company, “High recognition of an icon is no guarantee that the logo is making a positive image contribution.”