Logo testing survey: What it is & why it’s important

The first visual interaction that prospective customer has with your brand is when they see your logo. It’s also the most recognizable asset of your company. Think about all the great companies out there, from Apple to Nike. The first thing that comes to mind when you think about them is their logo. Let’s talk about the logo testing survey.

Does it even matter if I test my brand, company or product logo? If I as the CEO, head of marketing or the owner of my product like my logo, why does it matter that everyone else should like it and I should test it?

Let us help you understand why it is important to test your logo and logo design by using surveys and customer-focused market research before you launch it since even the most beautifully designed logos can miss their customer’s mark. 

What is a logo testing survey?

A logo testing survey is the study of customer reaction to the logo proposal of a company. It’s a powerful branding asset and one that must be tested thoroughly. Logo testing via surveys is an important part of your development process and can provide you with added guidance on the legitimacy of your brand or product need within your customer or market segment target population.

The best way to do that is with a logo testing survey. This short, easy test will save both time and money and ensure your company is putting its best foot forward. 

Why is a logo testing survey important?

A great logo can make or break your brand, services, and product offerings by standing out to your customers and market segment, creating a massive differentiator. This is why most businesses and corporations consistently invest time, money and survey, market research, and creative energy in creating a unique brand differentiator showcased by their unique logo.

Did you know that Pepsi spent over $500M in the early 90”s testing, validation, and revalidation of their logo designs according to the WSJ. 

How do you make sure your logo is differentiated and hits your customer mark? You guessed it, by testing your logo with a relevant & targeted audience is key in ensuring your logo holds up to the task. The data you collect and analyze can further validate and solidify your decision and choices.

Advantages of a logo testing survey

The advantages of logo testing further help you gain design traction ensuring that your product, service, or even brand resonates with the end-user and the problem you are trying to solve.

  1. Back your logo choice and decision with Data:

When developing a new or refreshed logo, gathering relevant data backed by numbers can make your decision easier. Logo testing can help prove which creative design and iconography resonate the most with your customer and buyer, making it easier for you to choose a design and, persuade internal stakeholders external customers and create a competitive presence.  

  • Test, try, create, and improvement

Sometimes during initial design and creation what you think is a top logo contender might actually end up being totally re-created benign that it’s not the perfect fit. For example,the color schemes you use might be close to your top competitor’s logo, or it might not be ADA compliant to meet industry standards or most commonly, it does not look right on your packaging! 

The data, survey, and research-based insights and customer feedback you get through testing can give you the chance to take an already likable logo to the next level

For example Nike took a quick 17.5 hrs to come up with their logo, it was originally considered a humble symbol but has turned into an iconic stats amont global businesses

  • Understand your audience and customer segment

Testing your logo design with different customer types, segments and market groups is also a key. Different groups, audiences can react to your design very differently. By running targeted tests and survey research you can discover which logo resonates the most with your targeted customers, and differentiates you among your market and competitors. Research can further validate how you should tweak your logo design to appeal to specific customer types.

  • Know what your logo triggers in your customers

Targeted testing can also ensure your logo is not too close to a competitor of another logo within the market. Utilizing audiences to test your logo can bring up reviews of your design that can innately remind your customers or market segment of a different brand of design that already exists in the market. Data can help with further understanding association of your brand to your new logo design

  • Be agile and iterate quicker

By using agile or scrum-based market & survey research methodology—a way to research that requires constant and consistent rounds of data gathering and adjustments; you can react and pivot faster to any changes needed in your logo design faster. Survey data and research can help and support you and your creative design and marketing teams to make smarter decisions faster with validated data.

According to a Harvard Business Review study, companies that underestimate the importance of their logo and the power of their descriptive design elements can, sometimes, be a very costly mistake.

Research market dynamics will impact your brand. Understand purchase intent, and the perceived value of a product or service, and identify optimum pricing models with QuestionPro.

Learn what matters most and make timely product and service adjustments that resonate most with your target audience. Keep an eye out for gaps in product happiness and service delivery and make the correct improvements to consolidate your consumer base. Uncover the insights that matter the most.


Authors: Arti Pullins & Priyam Kumar