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When consumers see a sneaker with a "hook" logo, they immediately know that the shoe is made by Nike. The same is true of clothing and leather goods, which can quickly be associated with Chanel when shoppers see a "double C" on their handbags or jackets. By seeing these recognizable images over and over again, customers begin to link relatively generic logos to specific brands. In addition to the large traditional companies that have succeeded in building strong brand images, new fashion designers such as Marine Serre, Telfar and Matthew Williams' Alyx have all been successful in the image age on Instagram, building logos that are closely linked to their brands. But it will not be easy to do so. "It's the hardest thing for designers," says Marty Neumeier of Liquid Agency, known as Silicon Valley's "brand godfather" whose clients include Adobe and Apple. This is difficult to do in the fashion world, because in the fashion world, it is easy to be eliminated and copied. Good coordination between the two can only be achieved when the logo is able to communicate the branding smoothly. For brands, customer base is the key to success. This is especially important for designers who rely on customer loyalty and are directly facing consumers. Participants in a Shopify study believe that an effective logo is also a more cost-effective way to build a brand image.