A Guide to Logo Testing Through Market Research

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mrx glossary logo testing

In this blog post, learn why logo design testing is important and how market research can help optimize a logo’s impact.




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Why test your logo?

Logos are everywhere. All brands have one, whether it’s just their name in a simple font or an obscure juxtaposition of design elements that don’t mention the brand name at all. Yet, they all aim to fulfill similar roles.


Logos represent the uniqueness of a brand. They stand for a lot: a company’s identity, its values, and its personality. Many convey the type of business the company is in. A good logo is distinctive, recognizable, and memorable - a lot for one design to encapsulate. That’s why it’s important to test your logo design in order to identify the right one that best represents your brand. 

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Gather customer feedback to test your logo

Once you have logo designs ready to test, it’s important to make sure they are tested amongst your target audience rather than a wider, broader range of demographics. The target market will understand the market context in which the logo would sit, and they’ll be the ones with the most purchase intent for your brand. Fortunately, there are several research methods that can help in determining which logo works best.


Single logo test

Typically a company will want to test more than one logo concept amongst its target audience; if they only test one and it doesn’t respond well with the target audience, it’s back to square one. However, a single logo test is still possible and can be done via a simple online survey. The survey can gather reactions either qualitatively (asking for spontaneous reactions and associations) or quantitatively (asking respondents to choose from a pre-determined list of answers, which typically focus on the appeal of the logo, how much it stands out, and the attributes it conveys).


Testing multiple logos at once

The advantage of testing more than one logo is that options are increased and the research will (hopefully) result in a clear winner. Even if it doesn’t, the process will reveal which design elements work best so that subsequent designs can be built upon them. To test multiple logos, an A/B Test is often used to present each alternative design to different (but equally structured) sets of respondents so that reactions to each logo can be compared. This approach allows respondents to focus on just one design so they have time to give thoughtful answers rather than getting overwhelmed with too many options.


If desired, multiple logos can also be tested amongst one single set of respondents, as long as there is a minimal number of alternatives. With a smaller set of logos, comparing and contrasting amongst a single group can be useful in gaining an understanding of the different logos, and which is favored. However, with this approach, researchers should carefully consider whether survey results indicate that potential customers are just picking ‘the best of a bad bunch.’


In addition to an A/B test, there are other methodologies brands can leverage for their logo testing goals. MaxDiff is an advanced methodology that can help determine which product or brand features are most important to communicate in a logo. Additionally, Implicit Association Tests can reveal subconscious associations with a logo. The latter can be particularly useful, with semiotics and underlying consumer attitudes as integral parts of logo design.

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What to ask in your logo testing survey

Aside from advanced methodologies, there are some common question types that appear across most logo tests, all designed to gauge the overall impact of a logo. However, the attributes that a logo conveys will be specific to a category or brand.


Questions around how unique the logo is, how much consumers think it will stand out (in-store or elsewhere), how well it fits in the category, and whether it aligns with the brand’s personality and values will all deliver useful insights into the logo’s projected success.


Attributes can be hand-picked to suit the brand. For example, a healthcare brand might be keen to convey reliability, care, strength, and experience - so each logo can be rated on how well they achieve the representation of each of these attributes.

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Find a winning logo with quantilope's Insights Automation Platform

If you want to find a logo that stands out and fits your brand personality, quantilope’s Insights Automation Platform makes survey design, data collection, and analysis of metrics a breeze. 


With its intuitive online survey platform, logo ideas can be tested through an A/B Test, Implicit Association Test, or a MaxDiff analysis, using a simple drag+drop approach. quantilope questionnaires are fully customizable so that you can pose questions closely pertinent to your brand.


If you’d like more spontaneous reactions to your logo designs, quantilope’s inColor solution delivers video footage of consumer reactions. Hearing people from your target demographic actually speak to the different logo designs really brings insights to life. The video feature, along with inColor’s facial and sentiment analysis adds a deeper layer of understanding to logo testing reactions.


To learn more about quantilope's logo testing capabilities, get in touch below: 

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