A logo is what makes a company instantly recognisable to customers, and it often acts as a visual representation of key brand values.
So although changing or updating a logo is something that many brands do during their lifetime, there are risks involved – brand logos can stir up very strong emotions among consumers.
However, our logo testing work means you can find out how potential and existing customers will respond to a new logo or strapline long before it’s unveiled. We test a variety of different visuals to gauge what your audience think of them, analysing how each logo variation is perceived and understanding which would have the most positive impact on your brand.
With a bit of help from HuPa, our purpose-built customer segmentation tool, we can also determine how different groups feel about your logo. That way if there are differences of opinion across your audiences, you can focus on the feedback from your most valuable customers.
How our logo testing can help
Our logo testing work helps you answer questions like:
- Which logo, from several options, do new/existing customers prefer?
- Why do they like/dislike specific options?
- How do the different options make them feel about the brand?
- Do they prefer a logo with or without a strapline? And which straplines do they respond to best?
Discovering the answers means you’ll know ahead of time how your new logo will be received, so you can deal with problems or objections before they occur and give your new branding the highest chance of success.
Tell us about your business
Test your logo before you launch it
Speak to our team about how logo testing can help you understand audience reactions, reduce rebrand risk and move forward with confidence in the direction you choose.
Branding insights
Is convenience becoming a stronger driver than price?
Discussions around consumer behaviour always tend to position price as the dominant factor in decision-making. Particularly during periods of economic pressure, the assumption is usually that people will always move towards the cheapest option available.
Why customers don’t switch (even when better options exist)
It’s a common assumption that if a better product or service exists, customers will naturally move towards it. Yet in practice, that rarely happens as easily as expected.
How fuel uncertainty is reshaping summer travel plans
Rising fuel costs and travel uncertainty are reshaping summer holiday behaviour. Rather than cancelling plans, consumers are becoming more cautious; prioritising flexibility, reliability, and control over aspiration, with a shift towards later bookings and lower-risk travel options.
Why interest doesn’t always turn into demand
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.