When do Logos Talk to their Audience?

This study is based on two experiments where the ability of a new logo to reach and audience is explored. The approach is inspired by cybernetics and is based on measuring the variation of the reception of a logo seen just once. The variation is measured as the combined variation of between-subjects (differences between individual receivers) and, in object variation which is the richness of content that is created in the message received by a single individual. A big variation between subjects means that they do not see the same and the assumption is that the message does not get clearly through to the audience. A big variation within-subject means that the individual receives a varied, deep, and nuanced message. The ability to do this rests partly on the ability to activate competences and experiences from the past and thus making sense. The findings are that few logo elements are received by audiences, but a few do. What characterizes them?