Social Anthropology seeks to understand how people live in societies and how they make their lives meaningful. Social Anthropologists are concerned with such questions as: Why people do what they do?
Companies such as Google and Intel, for example, use anthropologists to understand how people interact with technology.
Since the turn of the century, human behavior has been marked by quick fixes, adrenaline rush, drive through fast-food, business solutions at the touch of a button and all sorts of consumables made available in torrents via e-commerce; from media to shopping, everything has become fast paced. The resultant consequence is a new kind of attention span which becomes the influence on the reason why we do what we do. Knowledge of answers social anthropologists provide is what makes a logo specialist better suited to the task of creating corporate identity.
If your logo isn’t conforming to this new kind of attention span it will be deprived of retention. Logos of global brands have become simpler and minimal. The idea is to make sure that even a few seconds of view will do, and the logo is installed in your memory with certainty of distinct association to its owner. A good logo possesses the key attribute of being a mnemonic device. Meaning that it is made to be easily remembered and easily identified as belonging to a particular company as its distinctive mark. As such association is another very critical factor identity specialists take to mind during the logo creation process.
A specialist knows that without association, no one will really give your logo a chance or space in their minds, and they won’t even need to do it deliberately.
The world is fast paced already. You loose people’s retentiveness the moment your logo is bogus, in-congruent or laden with many elements.
Also you loose association of the logo to your business if it isn’t distinct. And if a logo can’t achieve retention and distinctive association to its owner, the business becoming a brand is as water in a basket. This is why a Logo specialist makes certain that a logo is by every inch, distinct and able to easily install in human memory. Now for example, there’s only one logo like Nike, Adidas, Apple, PWC, Toyota, Dangote, GTBank. You don’t find anything else looking like them. If you do, you call it a fake or a copy cat.