Companies spend millions developing logos, but are they really effective? Here's how 150 consumers judged a company's image when looking at its name alone, and with its logo. A positive score indicates that the logo adds a sense of quality and trustworthiness. A negative rating means that the logo detracts from the image:

MOTOROLA, INC.

Top Five

MOTOROLA 55% BUICK 53% U S WEST 28% MERCURY 23% CADILLAC 17%

CONTINENTAL INSURANCE

Bottom Five

CONTINENTAL INSURANCE -27% OLDSMOBILE -21% BRITISH AIRWAYS -20% MINOLTA -18% INFINITI -16%

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