Pictures typically are better remembered than words—the picture superiority effect (PSE). An obvious yet understudied application of picture superiority is to advertising. We compared memorability of names of professional sports teams presented in three encoding conditions: team names only, team logos without names, and team logos with integrated names. Results of Experiment 1A provided the first evidence of an intact PSE for graphic symbols representing abstract concepts. This effect was, however, influenced by familiarity with the to-be-remembered stimuli. Experiment 1B highlighted the role of expertise in memory for logos: When tested on team names, the magnitude of the benefit for the logos-only group depended on whether participants knew what the logos represented. These experiments emphasize familiarity as an undervalued factor influencing memory for pictures. We suggest that logos, when featured in advertisements, should be accompanied by text labels to maximize memorability, especially for those unfamiliar with the brand.