Why research a logo

Why Research A Logo?

The new logo is ready to go. The printing press is warming up. The social media channels are glowing red with anticipation, and the website is going live at midnight. Ready to showcase the newly anticipated look.

But hold on. Has the logo been fully tested by potential customers? To ensure alignment with your product or service. The logo can sometimes culminate with your daughter’s favourite colour with a weakness in the designer’s proclivity for script fonts. Yes, even designers have weaknesses. The resulting logo, without testing, can produce something that doesn’t fully align with the company or the market it is trying to break into or further expand.

You want to be sure that as soon as someone sees your logo. There is a visual trigger to connect the good feelings someone has about your company with the visual identity. Why not carry out a little research with your customer base to confirm that everything is on track.

You do not have to spend a fortune to carry out some market research. It is not exclusively the domain of large companies with surplus cash. You can use the following methods to achieve some meaningful feedback.

  • The simplest way to research a logo is to ask friends and family what they think, but they must understand its purpose and values.
  • Suppose you want to spend a little money. Then, a survey site can be used to send out some questions about your new logo. The advantage is that there are ready-made templates and questions planned out, and you can also choose the demographic you want to answer the survey.
  • Send out questions to your existing social media network. In addition, this will also bring some attention to your company.
  • Email a request to existing contacts and customers

The questions

Once the method has been decided, the questions need to be thought through carefully to enable the most useful feedback to help you and the designer develop the very best identity for your company. The sort of question that needs to be asked is:

  • Where is the most eye-catching part of the logo?
  • What do you immediately think of when first seeing the logo
  • Does it have a contemporary and modern feel, or is the logo more traditional
  • How aligned is the logo with the company service, product or brand and values
  • How will it stand out against the competition
  • How likely would you use this service or buy a product based on the logo

The outcome

The great thing about running this little bit of research into your future logo is that you can move forward with confidence. Knowing that the logo has a firm foundation has been vetted by future customers and your target audience. It also enables you to persuade coworkers that the company can sit comfortably behind the chosen identity. Suppose it’s been backed up with a little hard data. The feedback may also give ideas to improve the logo and push it forward to be the best solution for the company and a solution that resonates with your ideal customer.

Nicely Aligned

At a talk hosted by West of England Design Forum. The London agency, Ragged Edge hosted a presentation with one of their clients and the process that resulted in a successful brand and identity for an adventurous start-up. The idea was to recycle toys. When the child had outgrown the toys, they would be sent back and replaced with new toys. Ragged Edge says: “We started with a playful moniker inspired by the word ‘whirligig’, reflecting the way Whirli toys go round and round.”  The result perfectly aligns with the audience and service with a fun and contemporary identity. The client didn’t want to go back in three years and go through the process again. Instead, he wanted an identity that was future proof. There was a consistent reference to research and testing the strategy, naming, identity design, and rollout during the talk.

Not so sure

Kumon is a maths and English tutoring service that, in their own words, produces “enthusiastic learners, believing in their own capability and developing a positive attitude to study.” I’m sure Kumon is incredibly good at what they do and have been very successful, but I can’t believe their identity has gone through any research process. For example, the logo does not reflect a happy child who loves to learn but instead seems traumatised by the whole process.


If you found any of the above interesting, and if it resonated in any way, please give me a call, and we can chat about your identity and how I could help with the process of getting it right the first time.