Somewhere in my brain I have some information about the name of what Isabelle did the other day. But there’s a lot of stuff in my brain. Seeing as this information went into it somewhere between 2005-2007, I’m having trouble retrieving the information.
My mom, Isabelle, and I were eating at a table by the window in a local Panera. I knew I needed to get some work done on my keynote speech that afternoon, so I asked my mom, “Would you mind going to Giant for me? It’s a short list.”
Just as my mom said, “sure,” Isabelle pointed with her index finger straight ahead.
“Ga,” she said.
Huh? I looked at where her finger was pointing and noticed she was pointing towards the Giant.
“Oh wow! You’re right. That is a Giant store. But it’s not our Giant. I’m asking Bubbe if she’ll go to our Giant for me later. But, yes, that is a Giant too.”
Then I turned to my mom, “How did she know that? We’ve never even gone to that Giant before.”
My mom looked just as perplexed as me.
“There’s a name for this. I can’t remember what it is, but there’s a name for when young children can ‘read’ logos and know what they say/mean,” I said.
That was Wednesday. I emailed one of my grad school professors about this and she said it has something to do with recognition and association, but she didn’t provide me with the technical term.
While Isabelle’s logo recognition surprised me the other day since it happened when she heard the word Giant and associated it with the store in front of her (at which she had never shopped), it’s not the first time she’s recognized a logo. She knows the Siren from Starbucks since we go through the drive thru there a few times a week. Anytime she sees the Siren, she says, “Bar-ba,” which means “Starbucks.” However, that’s a very identifiable brand logo, not a word logo like Giant’s.
I’m going to keep racking my brain trying to figure out what this is called. Until then, if you happen to know what it’s called or have more insight on the topic, then please leave a comment.