Creating and choosing a logo should be a fun, rewarding project. Right? But it can also be a nerve-wracking, emotionally-charged experience due to the potentially subjective nature of choosing the best logo. Luckily you can put some science behind the art of choosing a logo. Surveys are an effective, objective cost-efficient way to figure out the optimal logo for your company, project or brand.
So what exactly is a logo anyway? A logo is a visual expression of your brand. It is not the brand itself, but an emblematic representation of your company. When people talk about logos, there are two main types: logomarks and logotypes. Logomarks are usually pictures or imagery (e.g., the Nike swoosh) whereas a logotype is text-based (e.g., Coca-Cola).
Regardless of what type(s) of logo you are considering, you’ll want to concept test your logo before launching it in market. Concept tests can help you figure out what your customers think and how they’ll react to your proposed logo design. You’ll find out what they like, what they don’t like, and why.
There are several things you can test with this type of survey:
Once you have narrowed down your options to a winner or two, you can also go back and test the logo in context. Logos usually don’t exist in a vacuum but rather are an element of your brand identity. Drop your proposed logo options on letterhead, a package and an ad and see if your customers’ reactions are similar to your original concept test. You can continue to use surveys iterate until you find the best logo…that everyone can agree on!
Don't guess. Know exactly which concept will win with SurveyMonkey Audience.