We removed our logo from the header. Brand recall went up.

We ran a brand recall survey before and after a redesign. In the redesign, we removed the logo from the top-left of the app header and replaced it with the current workspace name.

Before: 34% of users could recall our brand name unprompted when asked about the category.

After 6 months: 51% recall.

The mechanism was not obvious. When the logo was in the header, it was wallpaper — seen 40 times a day, processed zero times. When it was removed, users encountered our brand in fewer, more deliberate places: the login screen, the emails, the marketing site. Those moments had attention. The header did not.

We also got a secondary benefit: the workspace name in the header reduced "which account am I in" support tickets by 28%.

What element of your interface is so constant that it has become invisible, and would it work better if it were rarer?