The purpose of the study was to seek answers to the following questions: 1. Which of the 20 corporate identities randomly selected is rated as best vis-a-vis the tour features of an effective logo? 2. In what order are the four features important to the publics whose goodwill the companies seek? The features are memorability, recognition (attractiveness), appropriateness and uniqueness. Using the survey method, a questionnaire was designed to elicit response from the publics. A sample size of 85 was drawn up departmentally from academic staff of faculties of Arts and Education, University of Ibadan. A questionnaire return rate of 61 percent was achieved. Results indicate that of the 20 logos, that of Seven-Up Bottling Company was rated the best. Three others that followed in the order of excellence are those of Nitel, Obafemi Awolowo University, He Ife, and Mandilas. The order in which the four features of an effective graphic identity are important to the respondents of the study is memorability, uniqueness, appropriateness and attractiveness. The challenge posed to public relations practitioners is therefore summarized in this question: Does your corporate symbol speak louder than words?
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