Many brand names and slogans have upward associations (e.g., Dove, Sky) or downward associations (e.g., Dropbox, Shell). We report a series of experiments demonstrating a spatial congruence effect, whereby brands are liked more and remembered better when the logo appears in the location implied by the brand name or slogan. This effect occurred with both slogans and brand names, with single or multiple logos, and with immediate or delayed judgment. Moreover, this spatial congruence effect was reliably mediated by processing fluency. This research demonstrates the importance of spatial attention in brand evaluation and memory.