Companies pay designers astronomical amounts to create a brand that can be easily recognized world wide. They have representative logos designed and refined and spend millions making sure that they weave their way into the cultural zeitgeist.

But how does that branding stand up when it is exposed to the blunt innocence and clarity of a 5-year-old child? Designer Adam Ladd recorded his daughter while showing her the logos of some major brands and revealed some very interesting things about their effectiveness.

What did you think about her reactions? Some are to be expected as they’re children’s brands, like Disney. But some, like the Boeing logo, were far more effective than they had any right to be. Interesting stuff.