I just wrapped up a research project for a company that is testing a new logo. It wasn’t a logo tweak; it was a complete re-design. I’ll fast forward to the happy ending, the new logo generated more interest from prospects, and customers weren’t opposed to the change, in fact, most of them liked it too.
I wish I could take credit for the happy ending, but that goes to the branding and design team.
If you are thinking of changing your logo, or maybe you are in the development stage of a new logo, here are key questions to ask.
#1 “What words come to mind when you see this logo?”
Start with initial impressions of the logo, what does it communicate? Don’t worry if it doesn’t communicate exactly what you want, we’ll get to that. You want to see what words it does evokes and, more important, check for any surprises. We learned that lesson the hard way. Years ago, a company I worked with used a new logo that ended up having strong associations with breast cancer awareness. Let’s just say that wasn’t their line of business (tip: be careful with the use of light pink ribbons).
#2 Introduce a concept description of your company and ask “Based on what your read here, how well does this logo fit the description?”
Now you are forcing them to mentally match the logo with a description of your company. Is it a fit? If they say, “not really” be sure to ask a follow up question “why not” (but nicer, because they are being honest). Prospects will likely have different responses than current customers, so make sure you tap both markets for feedback.
#3 Based on the logo and description, how likely are you to seek more information about this company?
Straightforward. We want to know; does this look like a company you’d want to do business with, or continue to want to do business with?
#4 Below is a list of words that could be used to describe this company, please select the words you think best describe this company.
Your branding and design team probably had a brand blueprint to direct the logo design. For example, the new logo needs to look: authentic, trustworthy, and exclusive with millennial appeal. You’ll want to create a laundry list of descriptive words including words you want to be communicating, and the opposite of those words, and throw in some unrelated words.
#5 How much do you agree or disagree with the following statement:
“This company is a brand for me.”
I used to do a lot of new food product concept testing and when we’d hear “It would be great for camping!” we called it the kiss of death endorsement. At the end of the day, you want to know is this product good for you, personally. I don’t want to know if you think your neighbor would like it, I want to know if YOU would like it.
I like to think I’m not so naïve to be persuaded by a logo, but when I see the Athleta logo I want more of that little purple circle that makes me feel like an active, diverse woman-on-the-go; not a woman who sits in sweats in front of her computer all day. And how about Apple’s apple? It makes me smile just seeing it, I swear sometimes it says “Hello!” to me just like the first time we met.
To see the 10 Best Logo changes in 2015, click the box below.
And if you want to give feedback on beer logo, please click the second box!