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Market Research Logos

The world's best market research logos. be inspired by beautiful market research logos.

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What makes a good Market Research logo?

Not all Market Research logos are created equal. Choosing the right logo type for your business is one of the keys to creating a great Market Research logo. There's an array of logo types and what you choose depends on the emotions and message you want your logo to evoke. Logos with just text or simple letters can convey professionalism or luxury, whereas a Market Research logo with just an icon can be more jovial and exciting - maybe your logo should have both? This is a critical decision in the logo design process.

Ever considered why some companies use specific colors in the Market Research logo? Or why some businesses have certain colors in their branding? Color theory and psychology is the science of eliciting emotions and feelings via the use of color. Knowing what colors trigger different reactions from consumers can help a company create the perfect Market Research logo for their business. It definitely pays to choose the right colors for your Market Research logo. Want to be seen as a dependable, trustworthy brand or maybe you want to be sporty and active. Choosing the right colors for your logo is the key to getting the message right.

Shapes & Patterns

Just like colors, shapes can influence a person's emotions. The psychology of shapes has a key role in creating a great Market Research logo. We're not just talking about squares, circles and triangles here, but the geometric patterns that make up your Market Research logo. Sharp corners and straight lines are aligned with discipline and strength, whereas softer curves, ovals and ellipses can convey a sense of eternity, mystery or magic. There's more shapes to consider as part of your logo - natural shapes like leaves, complex shapes like spirals or even abstract patterns. Getting the balance right will help you get the perfect Market Research logo for your brand.

• Inspiration

Research logos

Show off your brand’s personality with a custom research logo designed just for you by a professional designer. Need ideas? We’ve collected some amazing examples of research logos from our global community of designers. Get inspired and start planning the perfect research logo design today.

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Try our Logomaker today. It's fast, free and oh-so-easy.

Logo design for Accelovance - Clinical Research

Biomedic Brand logo

Biomedic Brand logo that deals with eyecare.

Logo for Clinical psychology practice

Logo is created for client who owns clinical psychology clinic.

logo for pregnancy nutrition research lab

Contest winner. 2017. Logo design for a research lab focusing on nutrition during pregnancy. The icon features references to the lab's name, to pregnancy and, on an abstract level, to dietary analysis/composition. It avoids generic depiction of food items.

logo design for research project

Contest winner. 2018. Logo design for a European-US multi-omics research project focusing on autism. The icon features references to the main areas of interest: the human central nervous system (brain) and intestinal microbiome (gut), big data analysis (binary code) and genetic analysis (DNA). Each area is represented on the wings of a butterfly.

We make clothing for working professionals who are interested in space exploration. The company is named Overview after the Overview Effect, which is something all astronauts describe after seeing the earth from outer space. We are making vests and jackets for engineers, designers, and researchers.

Sullivan Research

"I search, I dig up information, I connect the dots and tell a story. I research markets, companies, technologies, even people (and yes, I have done work in missing persons and next-of-kin). I work long hours and live on coffee. I love finding information." Said Jonalisa "speedy octopus" :) We enjoyed working on this project! Thanks :)

Biotherapeutic Manufacturing Centre

This Ottawa-based virus manufacturing facitity is part of the Ottawa Hospital Research Institute (OHRI). We manufacture Biosafety Level 2 (BSL-2) viruses (e.g. Poxviridae and Rhabdoviridae) for human clinical trials. The team has over 50 years of shared experience in process development and Good Manufacturing Practice (cGMP) manufacturing.

Redesigning the old logo. BREATHE Southern California is a non-profit, non-partisan organization that promotes clean air and healthy lungs through education, research, technology, and advocacy.

Logo for top research institute

This logo is for a research institute, the Center of Molecular Biology.

Pioneer Research

***Available unused design. Please send me a message if you're interested *** A logo inspired of “pioneer species,” the hardy organisms that are the first to populate areas that have been destroyed by wildfires, volcanoes, etc. Dandelions are one option for a classic pioneer species that is super hearty, well known, and instantly recognizable.

Fun logo for a research project about children

Logo for NEXT - Project Heart's Research

NEXT is Project Heart's Research and Innovation Conference. NEXT is a conference designed to engage doctors, researchers and people with CHD and intersted in CHD (Congenital Heart Disease) Research. NEXT is about exploring what is coming next in research to help us collaborate and cure CHD in our lifetime.

Exo Incubator - Biomedical technology incubator

Product: Focused on research and development of the "molecular internet" a recently discovered method of communication within the human body which consists of messaging via nano-sized vesicles (shuttles) which carry genetic and molecular information.

Logo for laboratory

Logo for an immunology laboratory. The company was very specific about the shape they wanted in the design, a stylized depiction of an antibody. I tried to hint at the letters "P", "I", and "L" in the design yet still keep it minimalist and balanced. Used contrasting light green with the blue to also hint at light sources in microscopes against a glass slide/petri dish.

Industrial Agriculture, Sustainable Technology development, Industrial, chemical process, engineering design, Nutraceuticals, Commodity sales, research, testing ETC, Target audience is big Agriculture, and institutional public company relations, Contract manufacturers, Nutraceutical product developers, Big food manufacturer Brands. A theme might be high tech almost Sci-fi Terraforming visuals, minimal modern aesthetic.

Bullied Into Bad Science

Don`t be bullied into bad science!

Research lab's logo. Behavior, Reptiles, Ecology and Evolution

Serious but not boring logo for education company

A homage to the white boots that fisherman wear, with Louisiana map in the background. Missions are education, research, increase society’s awareness of important Louisiana coastal issues.

Penn Center Logo

Penn Center Logo Unsold Logo

Comparative Behavioral Ecology

Logo Created for Education / Research group under the name Comparative Behavioral Ecology. Main goal was to capture more symbols into one strong round symbol. A bird (a great tailed grackle), a human, a tree and the earth, combined together into semi organic / geometrical symbol was not an easy goal to accomplish, however, clients (Dr Corina and Dr Dieter) gave me open hands on the design with main elements they wanted to incorporate. After few initial shots, I knew how it should look, but it took some time to create this piece I am really proud of ! Enjoy

www.mitalignment.org MAIA (MIT AI alignment group) runs programs for MIT students to help them do research and learn about making AI go well and avoiding risks of advanced AI systems.

Swimmy logotype

Abstract metaphoric logo for a social communications research company.

Logo for company that provides research services

The logogram is an abstract shape that includes a capital letter R and an upward pointing arrow to convey the idea of rising + modern sans serif fonts with an elegant tracking

DNA Research

Clean, Bold, Modern. Open For Sale. Send me 1 - 1 project request to buy. I will also provide changes if you want them. Unsold Logo

Organa makes synthetic organs for medical device research, development and testing.

BlueOak pharmaceuticals

Dragonfly Health Logo

This logo was inspired by the obvious shape of the dragonfly and how it's wings mirrored the curves of the atom.

Code lounge

Logo for University research unit

Paleo-oncology Research Organization

Consulting group

Sana Research

A research company dedicated to enrolling patients into clinical trials investigating new medicines.

S Lettermark Logo for SynthetiChem

SynthetiChem LLC is a US-based contract development and manufacturing organization (CDMO) specializing in the development and manufacture of high-purity synthetic organic compounds for all stages of research.

Second Moon

Astro Smart

Astro Smart is providing best threat for dogs health through the best science research & nutirition. My idea is combination of simple alpha smart dog, and hexagon symbol also leaf to symbolize of those science and nutrition.

Logo design for clinical research mobile app. Client wanted themes of science, mobile technology, research, rocket launch to be incorporate in hexagonal shape logo.

Environmental research lab logo design

Singley research lab studies the critical zone, which is the part of Earth that extends from bedrock to the tops of treesn and examine how water moves in the critical zone and how these flows impact water quality, ecosystems, and local communities. More at singleyscience.org

LearnLabs Logo

Logo designed for a research company. Simple, pleasant and bright.

Modern iconic logo for a dermathology clinic

Modern iconic logo for a psoriasis clinic

Arctic Fox Logo

This logo represents a research opportunity for undergraduate students to engage in geoscience research in Greenland. The colors of the logo represent the cold, remote environment of the Arctic, as well as the scientific exploration that takes place there. The image of the fox is meant to be both cute and fierce, representing the tenacity of the students who will take part in this program.

Logo Design for CNTN

Logo design for a network of Canadian kidney researchers. Here a network resembling the shape of the kidney organ was proposed.

Logo for KU Leuven Department of Biology

Logo design for Laboratory for Perception Learning and Development

Smart conceptual for research lab in psychology and neuroscience.

Stanford AI Alignment

Stanford AI Alignment (SAIA) is a student group and research community at Stanford University. SAIA’s mission is to accelerate students into highly-impactful careers in AI safety, build the AI alignment community at Stanford, and do excellent research that makes transformative artificial intelligence go well.

Kitchen Sink Science

Simple and effective logo for sleep research organization

Effective logo with stars and wave graph to express about sleep research organization.

Modern logo for a company that targets scientists working at Japanese national institutes.

Science-themed logo for Race 4 Research 5K fundraiser

anthropology + dialogue

Logo simple owl for biotechnology company

From the requirements of the customer requires a completely different owl and with a focused alert appearance. With this requirement I created an owl from the intersecting circle, along with the squares and intersections of the 45 degree diagonal, an amazingly simple owl shape that would make it easy to reproduce later.

Research Collaborative

Logo design

Global sales organizations with high hopes of double-digit growth. Research and consulting services to Sales, Marketing, and Customer Service leaders

Creative Logo For Laboratory

This project need a simple logo that have connection to a laboratory or research as its client. So I came with 2L from cells as 2 tubes idea.

Memorial fund

Client want a logo which conveys a sense of prestige, professionalism, organisation and sincerity. The full name of the fund have to be clearly legible when scaled down. Also, graphical elements may Grandmaster Jim Fung's image, general Wing Chun imagery or general science / research related imagery at the designer's discretion.

logo for a kidney stone research database at UCSF

logo for a premier research software startup targeted at academic researchers

Simple modern logo with techy feel by using abstract symbols

Research logo

DSS statistics

Logo design for statistics and research group at Facebook.

Logo for a Cancer Therapeutics Company

The request was a simple and clean way to show the research that switches off the cancer cells and the process that connects from cancer to cancer free.

Logo concept for CHEMP

A blend of health, science, research, nature and youthfulness (Child) to increase the brand appeal across the demographic.

SueLutions-research&writing needs a new logo

Brain + Magnifying Class + Circuit

IRE is a team in Amazon. its name is short for 'AI Research & Education'. We're looking for a logo that matches the visual design language that Amazon commonly uses for its Amazon Web Services (you can get a good idea at aws.amazon.com and more artwork is included in the supplement).

cat research logo

I try to use iconic cat with magnifying glass in tail for marketing research company

Onni Emotion Lab \ Brand Logo

Logo for Kentucky Unearthed

Kentucky Unearthed is an archaeology adventures in Kentucky - metal detecting, arrowhead hunting and related history - related field work.

Create a modern logo for a subarctic research station in Yukon, Canada

Since 1961, when the base was founded, Kluane Lake Research Station has fostered research projects spanning the disciplines of glaciology, geomorphology, geology, biology, botany, zoology, hydrology, limnology, climatology, high-altitude physiology, anthropology and archaeology for graduate students and academics.

Create a stylized simple Hawk logo

Food and Wine Logo

I created a simple line design using food elements. Keeping it simple, I also wanted this logo to be memorable and unique.

Logo for stock research website focusing on China

Research lab logo

A logo for university lab research shich study TASTE using MICE.

Big data company seeks logo that screams confidence

Multi Ox Logo

Logo for a Financial Maths R&D Project

The logo has to visualise a research case about identifying anomalies in complex financial transactions with virtual currencies.

Bold logo design concept for Basalt research project.

Basalt has a hexagonal form and a longitudinal form, so I try to shaping stomach using hexagon and create the focus point on esophagus to represent the real cancer position.

Logo design example for vegan food company

Logo design for vegan meat replacement food company. The contest owner wanted a minimal logo representing a seed that can be modulated into icons.

Open Privacy Research Society

magnifying glass for "research" + fingerprint for "privacy and anonymity"

Logo Concept for DUML Community Science

Yarvie Logo Design

Yarvie is a web-based system who is supporting scientists to commercialize their research discoveries. I make a symbol that contains the first letter of the company name, letter Y, but I tried not to put the focus on that letter first. The company is supporting scientists to commercialize their research discoveries the idea is to present togetherness, communication with users to guide them and direct communication and because of that three words, there are three connected shapes that are forming the final logo design. Also because the company is doing research this parts inside of the logo is looking like magnifying glasses and there are presenting that word in a best possible way.

Research communiity logo.

Logo for a student group and research community at Stanford University (SAIA). Used a brain and AI technology together in a form of a tree.

Logo concept for ARTIFICIAL INTELLIGENCE company

I created this one for artificial intelligence company cum research laboratories . The client absolutely safisfactions for this logo because this logo adopt three letters that is IAI and the same time the meaning does't change if redirect the logo because company name is " INVERTED AI". I satisfy too working for this project.

Bold logo concept for Bio-Lab

Abstract design of beaker & leaf

A meaningful logo for a research project 'MEGA'

It is based on a molecule. The icon is a chemical molecule and the 'E' is shaped as a triple bond. The research project is mainly based on light and the main colors of light are red, green and blue so i used them in this design.

innovative science & research platform

Zork is a primarily web-based project that aims to increase public engagement with science and provide a place for researchers to recruit volunteers to participate in research, and a forum for anyone/everyone to discuss current scientific research/trends/issues. Modified the "O" to show about scientific related. The "O" show about Dipole Moment.

Gumshoe Capital

research and detective logo

ZMBH is a top research institute. They need a new logo with DNA sign. Here i incorporate DNA sign into the logo.

Blueprintt Logo Design

Blueprintt is an established leading research and educational firm. The client wants a logo to be sophisticated and to make a brand with a modern edge. The idea behind this logo is to combine letters B and P, these letters are connected. The logo has a modern edge and it also has arrows at the letters, with that arrows I'm presenting word "direction" from the brief, because the client wanted to present direction/s somehow.

Abstract Design

Abstract design of the world and the with a heart rate medical symbol attached.

Logo concept for ACAG

Logo concept for Atmospheric Composition Analysis Group

Awesome Supplements

Awesome Supplements is revolutionizing the supplement industry with its cutting-edge, scientifically-backed products that are designed to enhance athletic performance, boost energy, and improve overall health. This new to market company is shaking up the status quo with its innovative approach to wellness, which combines cutting-edge research, high-quality ingredients, and unique formulas to create truly awe-inspiring supplements.

Create a sophisticated & minimal design

The client wanted something handwritten that could be used for mulitiple products

Abstract logo design for Nopmi

Intuition, Holistic, Insight, Nautilus, medical, healthcare, subtle energy, wellnes, integrative

Logo Design Concept for a Science Center

Research logos not a good fit? Try something else:

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What makes a good research logo?

A great logo shows the world what you stand for, makes people remember your brand, and helps potential customers understand if your product is right for them. Logos communicate all of that through color, shape and other design elements. Learn how to make your research logo tell your brand’s story.

Types of logos There are 7 different types of logos. They’re all a combination of image and typography, but each gives your brand a distinct feel... Keep reading

Logo colors Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers... Keep reading

Logo shapes The shape of your logo can tell customers if your company is friendly or serious, scientific or artistic, traditional or cutting edge... Keep reading

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Article: How To Do a Proper Research Before Creating A Logo Design

How To Do a Proper Research Before Creating A Logo Design

Created by Ramotion | https://dribbble.com/shots/20203959-FLYR-Logotype-Branding-logo-design-logotype-visual-identity

Welcome to the exciting world of logo design, fellow creatives! If you're anything like me, you're buzzing with ideas and ready to jump right into the design process. But hold on a second, there's a crucial step we often overlook – conducting proper research before creating a logo design.

Yes, you heard it right. The cool, sleek logos we admire didn't just materialize out of thin air. Behind every successful design is a robust amount of research, digging deep into the essence of the brand, understanding the audience, and scoping out the competition.

As designers, it's easy to get carried away with our creative instincts. But remember, our role is more than just producing a visually appealing logo. It's about crafting an emblem that resonates with the target audience, stands out in the crowded market, and perfectly encapsulates the brand's identity. That's where proper research before creating a logo design comes in.

So, are you ready to level up your design game and dive into the nitty-gritty of logo design research? Let's start our journey together!

I. Understanding the Purpose of the Logo

First up on our deep-dive into conducting proper research before creating a logo design is to fully grasp the purpose of the logo. After all, the essence of any great logo lies in its relevance to the brand it represents.

At its core, a logo is more than just a pretty picture—it's a visual ambassador for a brand, a powerful tool that communicates a company's values, its mission, and its unique personality. This means that as designers, our job goes beyond putting together aesthetic elements. It's about creating a symbol that tells a story, a graphic emblem that captures the essence of the brand.

Created by Eddie Lobanovskiy | https://dribbble.com/shots/10724997-HoverChat

To achieve this, we need to understand the company or brand for which we're designing. This understanding doesn't happen by magic or assumption. It's the result of thorough research and an insightful examination of the brand. This could involve direct conversations with the client, going through their brand guidelines, understanding their product or service, and getting a feel for their company culture.

But why is this deep understanding so important, you ask? Well, a logo that doesn't reflect the brand's identity can create confusion and dilute the brand's message. For example, if we're creating a logo for a law firm, a playful and colorful design might not resonate well with their clients who expect professionalism and seriousness.

At the end of the day, we want to design a logo that's not only visually compelling but also a truthful representation of the brand. Conducting proper research before creating a logo design enables us to capture the brand's essence in a unique, memorable logo that genuinely resonates with its audience.

II. Know Your Audience

Designing a logo is a creative adventure, isn't it? But as we're immersing ourselves in fonts, colors, and abstract concepts, it's crucial to keep in mind who we're creating for - our audience. This step is a pivotal part of the proper research before creating a logo design.

Knowing your audience is not just about guessing who might like your logo, but about understanding the people who will interact with it most frequently. These are the customers or clients of the brand. Their preferences, their habits, and even their dislikes can significantly influence how your logo is perceived.

Let's get practical. How can you really get to know your audience? Start by asking the client for their customer personas or demographic details. This information can shed light on age ranges, occupations, cultural backgrounds, even lifestyle choices. Let's say you're designing for a tech start-up whose audience is young, tech-savvy professionals. A modern, sleek design with a tech-forward feel might be just the ticket.

Created by Carazan | https://dribbble.com/shots/21659808-Hexalink-logo-concept

Also, consider conducting surveys or focus groups to get firsthand input. The audience's perception can provide valuable insights, shaping the direction of your design. For instance, if you're designing a logo for a children's toy brand, getting feedback from kids and parents can help ensure the design is both appealing and appropriate.

The key here is empathy – putting yourself in the shoes of the audience and viewing the design from their perspective. Remember, you're not just designing for a brand, but for its audience. A logo that connects with them can significantly enhance their relationship with the brand.

By doing proper research before creating a logo design and truly understanding the audience, you ensure your design isn't just aesthetically pleasing, but also effectively communicates with the people who matter most.

III. Comprehending the Industry and Market Trends

Now, here's an interesting part of our journey into conducting proper research before creating a logo design - comprehending the industry and market trends. It's like stepping into the wild jungle of creativity where trends are born and fade away in the blink of an eye.

As designers, it's essential to keep our finger on the pulse of the design world. Knowing current trends can help inform our work, ensuring it's not just striking and meaningful, but also fresh and relevant. However, don't misunderstand me, I'm not advocating for blindly following trends. Instead, understand them, draw inspiration, but always prioritize the brand's identity and audience preferences.

Created by Milos Bojkovic | https://dribbble.com/shots/20890720-Trustblock-logo-concept

Industry standards are equally vital. Different industries have different unwritten 'rules' and stylistic norms when it comes to logos. For instance, finance and law firms often lean towards more traditional, professional logos, while tech companies might opt for minimalist, modern designs. Understanding these norms helps us create logos that feel at home within their industry, but remember, it's okay to push the boundaries a bit. Sometimes, a little deviation can help a brand stand out from the crowd.

To keep up with trends and understand industry norms, use online resources like design blogs, industry publications, and social media platforms. Attend webinars and design conferences, if possible. Design platforms like Behance, Dribbble, or Pinterest can also be a goldmine of inspiration and trend spotting.

Remember, comprehension of the industry and market trends is crucial in doing proper research before creating a logo design. It helps us create designs that resonate with the present, are relatable to the audience, and are aligned with the brand's industry. Now, isn't that a win-win-win situation?

IV. Analyzing Competitor Logos

Alright, folks, we're diving deeper into our proper research before creating a logo design. Next up is a step that's not just insightful, but quite fun - analyzing competitor logos. It's like being a detective in the world of design, snooping around to uncover the secrets of successful (and not-so-successful) logos in the market.

In any industry, understanding the competition is crucial. It offers valuable insights into what works and what doesn't, what's overdone, and where there might be a gap that your design could fill. Trust me, this is one of the most rewarding homework you'll do in your design process!

Created by Dalius Stuoka | https://dribbble.com/shots/21230041-Green-Energy-Lightning-Bolt-Orb-Negative-Space-Orb

So, how can we effectively analyze competitor logos? Start by making a list of direct competitors of the brand you're designing for. Check out their logos - what colors, fonts, and styles are they using? Are they going for a modern, minimalist look or something traditional? How well are their logos received by their target audience?

Note these details down. Identify the strengths and weaknesses in their designs. Maybe you'll spot a cliché being used excessively or discover an innovative design approach that's resonating well with the audience.

This exercise is not about copying what others are doing. Instead, it's about learning from their experience. It helps us avoid common pitfalls, differentiate from the competition, and create a logo that truly stands out.

Remember, by analyzing competitor logos, we ensure our design doesn't get lost in the sea of sameness. Instead, it proudly stands as a beacon of the brand's unique identity. That's the power of doing proper research before creating a logo design.

V. Finding Inspiration

Okay, fellow creatives, let's venture into one of the most exciting aspects of conducting proper research before creating a logo design - finding inspiration. This is where our artistic souls get to frolic, exploring the vast expanse of creativity that exists around us.

Inspiration, as elusive as it may seem, is everywhere. The trick is to keep our creative eyes open. Nature, for instance, is a treasure trove of inspiration, filled with unique shapes, color palettes, and structures. Similarly, art, architecture, and even everyday objects can spark innovative design ideas.

Created by Coric Design | https://dribbble.com/shots/18147046-Logo-Design-for-Wasserturm-Cuxhaven-Cafe

It's also crucial to draw inspiration from the design industry itself. Scrolling through design platforms like Behance or Dribbble can expose you to an array of unique, successful logos. Following designers whose work you admire can offer fresh perspectives and creative stimulation.

Books are another incredible source. Titles like "Logo: The Reference Guide to Symbols and Logotypes" or "Logo Modernism" can provide valuable insights into the world of logo design.

Remember, we're not looking to copy here, but to stir up our creative juices, to see possibilities and explore ideas. In fact, it can be a fantastic exercise to draw inspiration from unrelated industries or disciplines, bringing in a fresh twist to your design.

Keep a digital or physical inspiration board where you can save images, color palettes, sketches, or anything else that sparks an idea. Refer back to this during your design process.

In the end, finding inspiration is a vital part of the proper research before creating a logo design. It helps us see beyond the ordinary, pushing our creative boundaries to design a logo that truly shines.

VI. Importance of Sketching and Brainstorming

We've journeyed through understanding the brand, audience, industry trends, and competitor analysis, all vital steps of conducting proper research before creating a logo design. Now let's bring our attention to something more hands-on, a step that marks the bridge between research and creation - sketching and brainstorming.

Sketching and brainstorming is where our research starts taking physical form. It's like the exciting moment when a sculptor first touches clay, giving shape to their creative thoughts.

Sketching is a fantastic way to explore ideas and concepts quickly, without the constraints of software. Grab a pen and paper, and let your creativity flow. It's okay if your initial sketches look rough; this process is about ideation, not perfection. Experiment with shapes, letters, symbols, negative space, anything that comes to mind.

Created by Gert van Duinen | https://dribbble.com/shots/21753182-Panda-Negative-Space-Logo-Design

Simultaneously, brainstorming sessions can be an excellent opportunity to bounce off ideas with your team or even with the client. This collaborative effort often leads to unexpected, exciting design directions. Remember, there's no such thing as a 'bad' idea during brainstorming.

Why is this stage so important, you ask? Well, it saves time and effort down the line. By exploring various design directions on paper first, we can identify promising ideas before investing hours perfecting them digitally.

Additionally, brainstorming and sketching provide a sneak peek into your design process, something clients often appreciate. It shows them you're not randomly assembling elements but basing your design decisions on thorough research and thoughtful consideration.

In essence, sketching and brainstorming are indispensable parts of the proper research before creating a logo design, acting as the creative playground where our insights and imagination come together to form the first glimpses of a compelling logo.

VII. Soliciting Feedback and Conducting Surveys

We're nearing the end of our journey through the stages of proper research before creating a logo design, and we've arrived at a critical pit stop - soliciting feedback and conducting surveys. This part is where we take our creative baby out into the world and see how it fares.

Feedback, my friends, is a designer's secret weapon. It offers fresh perspectives, uncovers blind spots, and helps us refine our work. Sharing your design drafts with fellow designers, mentors, or even non-designer friends can be invaluable. They might spot an issue you didn't see or suggest an improvement that elevates your design.

Remember, receiving feedback isn't about defending your work or feeling dejected over criticism. It's about listening with an open mind, considering the viewpoints shared, and using them to improve your design.

Created by Deimante | https://dribbble.com/shots/17367120-Exetrix

Surveys, on the other hand, provide a snapshot of how your design might be perceived by the intended audience. It's like a mini-test drive before the actual launch. You can conduct surveys using online tools like SurveyMonkey or Google Forms. Questions can range from what emotions the logo evokes, to how memorable it is, to what improvements the participants suggest.

The insights gleaned from feedback and surveys can be transformative for your design. They add another layer of refinement to your work, ensuring the logo isn't just aesthetically pleasing, but also effective and impactful.

So, don't shy away from seeking feedback and conducting surveys. They're integral parts of doing proper research before creating a logo design, helping us create a logo that not just we, as designers, love, but one that resonates with the audience and successfully represents the brand.

VIII. Revisions and Refinement

Alright, creative souls, we've reached the final leg of our journey into the process of proper research before creating a logo design - revisions and refinement. This stage is where our creative explorations and feedback amalgamate into a polished, compelling logo design.

The art of revision is truly an art in itself. It's not just about fixing issues or making changes as suggested by feedback. It's also about keeping the essence of your design intact while enhancing its effectiveness and aesthetic appeal.

Consider each piece of feedback and survey result. Then, think about how to incorporate the valuable insights without compromising your original design vision. Perhaps it's a subtle change in the color scheme, a slight tweak in the font, or a more pronounced modification of a shape or symbol. Remember, revisions are not an admission of failure, but a testament to your commitment to excellence.

Created by Gert van Duinen | https://dribbble.com/shots/19046049-WIP

The refinement process is also an opportunity to ensure every element of your logo aligns with the brand's identity and resonates with the target audience. Check that your color choices are spot-on, your typography speaks the brand's language, and your imagery or symbols appropriately represent the brand's personality.

These steps of revisions and refinement may take time and require patience, but trust me, the outcome is worth it. A well-refined logo not just catches the eye, but also lingers in the mind, and ultimately, wins the heart.

So, as we wrap up our discussion on conducting proper research before creating a logo design, let's remember that the journey from an initial idea to a final, polished logo is a journey of exploration, learning, and fine-tuning. And it's this journey that leads us to create truly amazing logos.

As we conclude our journey, let's take a moment to appreciate the profound impact of proper research before creating a logo design. It's a creative expedition, unraveling insights about the brand, the audience, industry trends, and competitors. It offers a playground for sketching, brainstorming, and seeking inspiration. The process further nurtures our designs through feedback, surveys, revisions, and refinement. Ultimately, it leads us to create logos that are not just visually appealing but also deeply meaningful and resonant. So, fellow designers, let's embrace this journey and make the magic happen, one logo at a time!

Let us know what you think!

These fantastic logo design articles are written and curated by Kreafolk 's team. We hope you enjoy our information and remember to leave us a comment below. Cheers!

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Logo Testing and Market Research

The pivotal role of logos in brand identity necessitates a meticulous approach to their creation. Logo testing, coupled with robust market research, becomes an indispensable process for ensuring a logo resonates with the target audience. This article delves into the multifaceted aspects of logo testing and market research, exploring why these processes are crucial for brand success.

The Significance of Logo Testing

Unpacking the importance of logo testing in the design process. This section emphasizes the need for a systematic approach to ensure that logos not only appeal aesthetically but also align with the brand’s values, vision, and preferences of the intended audience.

Understanding Market Research

An exploration of the foundational role of market research in logo design. This section underscores how market research provides valuable insights into the target demographic, industry trends, and competitors, guiding designers in crafting logos that stand out in the market.

Quantitative Methods in Logo Testing

Examining quantitative techniques used in logo testing. From surveys to A/B testing, this section details how numerical data can gauge audience responses, measure visual appeal, and provide designers with concrete feedback to refine and optimize logo designs.

Qualitative Approaches to Logo Testing

Delving into qualitative methodologies that offer nuanced insights. This section explores focus groups, interviews, and observational studies, emphasizing how these approaches capture subjective responses, emotional connections, and intricate details that quantitative methods may overlook.

Eye-Tracking Studies for Logos

Unpacking the science of eye-tracking studies in logo testing. This section explores how tracking visual attention provides designers with critical information about which elements of a logo draw the most focus, aiding in refining design elements for maximum impact.

Neuroscientific Insights in Logo Testing

Exploring the realm of neuroscience and its applications in logo testing. This section delves into how studying brain responses to logos provides a deeper understanding of emotional connections, brand recall, and the subconscious impact of visual elements.

Cross-Cultural Considerations in Logo Testing

Navigating the intricacies of cross-cultural logo testing. This section emphasizes the importance of adapting logos to diverse cultural contexts, ensuring they are not only visually appealing but also culturally sensitive and resonate with a global audience.

Real-world Case Studies

Showcasing real-world examples of successful logo testing outcomes. This section highlights instances where meticulous logo testing and market research contributed to the success of renowned brands, offering insights and inspiration for businesses undergoing the logo design process.

Iterative Design and Logo Testing

Emphasizing the iterative nature of design through logo testing. This section discusses how ongoing testing and refinement lead to logos that evolve with the brand, staying relevant in dynamic market landscapes and meeting evolving consumer expectations.

Balancing Innovation and Tradition

Addressing the delicate balance between innovation and tradition in logo testing. This section explores how brands can infuse freshness into their logos without alienating existing audiences, achieving a harmonious blend that signifies evolution rather than a radical departure.

Scalability and Logo Testing

Discussing the scalability of logos and its implications for testing. This section highlights how logos must be versatile enough to adapt across various platforms, sizes, and applications, ensuring they remain effective in an increasingly digital and diverse marketing landscape.

Technological Advances in Logo Testing

Highlighting technological advancements shaping logo testing. This section explores how AI, machine learning, and virtual reality are being employed to enhance the accuracy and efficiency of logo testing, providing designers with innovative tools.

Environmental Sustainability in Logo Design

Addressing the growing emphasis on environmental sustainability in logo design. This section discusses how logos can reflect a brand’s commitment to sustainability, aligning with consumer values and contributing to a positive brand image.

Summarizing the key takeaways, the conclusion reinforces the symbiotic relationship between logo testing and market research. It underscores that a well-tested logo is not just a visual identity; it is a strategic asset that communicates a brand’s essence, resonates with its audience, and ensures enduring success in the competitive market.

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The Market Research Process in Branding Design

Use the stages of the market research process to create a more effective brand design.

Table of Contents

One-stop for all your designs. Flat monthly price, unlimited requests and revisions.

Learn how each stage of the market research process can help the creation of branding design.

Brand designers are in charge of creating the visual appearance of a brand identity. This primarily means a logo, but also the entire brand guide which outlines how and what specific design elements are to be used in communication.

Since every brand exists in a specific market, creating brand design also requires a deep understanding of the target market. This is what the market research process provides.

Market research can inform good design , and today we’re explaining the process of market research and how to apply it in branding design.

Define the target audience

Before you’re able to analyze data, you will of course need to organize it first , and perhaps fill in any missing information that might come up.

A final piece of the puzzle involves a closer look at the findings and reaching relevant conclusions.

This step is a way of keeping yourself in check. For example, if you decide to organize a focus group, then you should also be able to answer why and how this is the most effective way to meet your research objective.

Research design is basically a blueprint for your research: it helps you define how the required information is collected, and what methodologies are to be used in collecting and analyzing data.

The definition of a target audience or buyer personas allows brand designers to have a clear vision of who they are. This means demographics such as age, location, occupation, as well as psychographics , such as their beliefs, interests and personality traits.

This stage helps to provide a clear creative direction for your design . For example, if your target audience is passionate about ethically produced, organic products you might want to use natural, earthy tones. However, if they also work in creative industries, you’ll definitely want to swap boring stock photos with custom illustrations or add gradients for a more interesting look.

Define the market research problem

Conducting market research is an integral part of the branding process, however without a clear objective, you may find the results inconclusive and unhelpful.

The goal of marketing research in general is to help you find a unique position for your brand in the market . Simple enough, right?

However, in order to effectively apply the research results, you need to create a specific set of questions that you want your market research project to answer, such as:

• Why do people need my product/service?
• Who would benefit from buying it?
• How will they find it?
• What makes my brand different from the competitors?

A single project can focus on one or more research questions, and different types of research can be applied for different objectives. However, you should always aim to provide tangible answers, backed by both quantitative and qualitative research.

So, how does this stage help branding design? Obviously, in more ways than one.

If you know who you’re designing for, it will be easier to create an emotional response (as we’ve discussed above). If you know what you’re designing (social media graphics or display ads), you’ll always make sure to stick to size guidelines and follow the relevant trends. If you know why your customers are benefiting from purchasing from you, you’ll be able to relay a clear value proposition in a striking, visual way.

Determine the research design

Your choice of research method will also be influenced by the type of data you’re trying to collect. There are generally three main types of research you may want to consider.

• Exploratory research : used for very broad research questions, when you simply want to gain some knowledge about a topic, that might help you narrow your study further.
• Observational research : this is usually quantitative research, where you want to get data that backs up your initial hypotheses.
• Causal research : the most specific type of research allows you to determine the relationship between your hypothesis and the data obtained.

So how does this affect the creation of branding design?

Well, a brand designer should have access to this information as well, to better understand to what measure the design should be influenced by the findings . Perhaps the results are more of a guideline for a general direction (as is the case in exploratory research), rather than a recipe for specific design decisions (which causal research might point to).

With a detailed research design, you’ll be able to make this distinction and the results will be constructive, rather than limiting in the brand design process.

Data collection

Once you have the theoretical part out of the way, it’s time to get to work and actually gather the data you set out to get.

The goal of branding design is to help build brand awareness , so make sure that the data you collect can help you with that. Say that you’re trying to determine the best logo color, and you’ve employed a focus group to help you decide. Instead of just asking them to choose a preference, be sure to collect evidence on their reactions, how a specific color makes them feel, or what associations are connected to it.

Oftentimes the collection of data is part of the marketing research process that involves putting your customers in situations that simulate reality (e.g. having to choose between two products), so you should also take into account how respondents might react in these situations and how design can help brands perform better.

Analyze data

The deliverables of a market research project can take different shapes and forms, from detailed reports to a short summary or data visualizations, depending on what the relevant stakeholders are looking for.

A brand designer (or agency, or service) may also want to give their opinion on what is the most effective way to present research data. Sometimes, a figure can be more than conclusive (usually when it’s a simple choice between two options), but detailed, qualitative research reports can really help designers to consolidate the initial vision with the expectations of the target audience.

As you can see, market research is a complex scientific process that requires a lot of time, effort and usually budget (people aren’t always willing to partake in focus groups for free). That’s why many businesses decide to hire a market research agency. However, more often than not this process is done before a branding designer is on board.

Making market research a part of the brand design process will ensure that your business goals are aligned with your design strategy (which is part of a broader marketing strategy ).

From building a lasting brand image to beating your competitors, good design is integral for any business , so make sure you’re on the right track from the get-go.

ManyPixels can help you create beautiful logos and branding projects. Fast, simple & affordable.

Having lived and studied in London and Berlin, I'm back in native Serbia, working remotely and writing short stories and plays in my free time. With previous experience in the nonprofit sector, I'm currently writing about the universal language of good graphic design. I make mix CDs and my playlists are almost exclusively 1960s.

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How to Use Market Research in Logo Design

• Reading time: 11 mins read
• Post category: Logo Design

Home » Logo Design » How to Use Market Research in Logo Design

In Nigeria’s active and diverse market, where businesses of various kinds and industries thrive, your brand’s identity is vital for success. As you start or grow your firm, you may realize the necessity of an engaging logo. After all, your logo conveys who you are, what you represent, and why your products are superior. Do you realize how vital market research was in creating that symbol? In this article, we’ll discuss how market research may improve your logo design process, ensuring that it resonates with your target audience, stands out, and represents your brand’s greatness in Nigeria. If you’re an entrepreneur beginning a new or established business trying to refresh your image, join us as we explore market research’s role in logo design and how it may help you succeed in Nigeria’s dynamic marketplace.

Table of Contents

What is market research in logo design?

Whether for your business logo, product packaging, or website layout, design may convey messages, evoke emotions, and capture your brand’s spirit. However, how can you ensure that your design choices are aesthetically beautiful and meet your target audience’s needs? Market research in design helps here.

Design market research helps you learn about your target audience, industry trends, and competitors to make better design decisions. It’s like a compass that guides your design efforts to meet your target audience’s needs.

Read also: How to Create a Logo for Free in Nigeria

Why does logo design need market research?

The Nike swoosh and Apple’s apple—what comes to mind? These logos are influential icons that instantly convey meaning and familiarity. Logo design that has such an impact demands much research. Research is essential in logo design and can distinguish between a forgettable logo and a memorable company identity. Let’s discuss why research is critical in logo creation, whether you’re a business owner, designer, or logo enthusiast.

1. Getting to Know your audience

Have you considered whether your target audience likes your logo idea? Find the answer through research. Create a logo that understands your audience’s demographics, preferences, and behaviours. This connection strengthens brand-customer bonds, increasing loyalty and sales. Market research helps you understand your audience’s tastes, values, and expectations. This knowledge enables you to create a logo that connects with them instantly. Speak their visual language to make an excellent first impression and build brand loyalty.

2. Differentiating your brand

Logo research lets you examine competitors’ logos, find themes, and find differentiation chances. Research can help you find your market niche by making your logo distinctive and unique. Market research reveals your competitors’ strategies and how to differentiate. Using research data, you can create a visually unique logo that is distinctly yours, helping it stand out in the crowd.

3. Effective communication

Your logo conveys your brand’s beliefs, mission, and personality, not just its aesthetics. Research makes sure your logo conveys these elements. Research helps you choose colours, forms, and typefaces to represent trustworthiness, innovation, or playfulness. Logos are key to brand identity. It depicts your ideals, mission, and personality. You ensure your logo matches your brand’s main messages via market research. Your brand identity becomes stronger and more appealing due to this cohesiveness.

4. Avoiding cultural mistakes

Your logo can reach varied cultural audiences in a globalized environment. What’s harmless in one culture may offend another. Research helps you negotiate cultural differences so your logo doesn’t insult or alienate customers.

5. Adapting to industry trends

Design trends change, so what was popular yesterday may not be today. Research informs you of industry design trends. While being distinctive is vital, knowing these trends will help you build a modern logo.

6. Preventing design mistakes

A well-researched logo can trigger emotions and build memories. You may create an emotional logo by understanding your audience’s preferences and feelings. Research guides your design journey. It prevents you from accidentally offending your audience with design decisions. Understanding cultural sensitivities, colour psychology, and other design principles can help you build a globally appealing and error-free logo.

7 steps in conducting market research for logo design

Logo design is exciting but challenging. Your logo will represent your brand and its ideals. Market research is essential to guarantee your logo resonates with your target audience and stands out in a competitive market. Here’s how to perform logo design market research. Following these steps will help you build a fantastic logo that resonates with your customers.

• Know your audience before developing a logo. Who is your ideal client? Their hobbies, demographics, and pain points? Effective logo design starts with knowing your audience to ensure it speaks to them.
• See how your competitors use logos. What does their logo say about their brands? Determine how your logo can stand out while blending in with industry design trends.
• Direct input from your target audience is invaluable. Survey or interview people to learn what logos they like. Ask what colours, forms, and symbols make you happy. This feedback will inform your design approach.
• Keep up with industry design trends and consider your audience’s culture. Colours and symbols may have distinct meanings throughout civilizations. Your logo should be culturally sensitive and industry-appropriate.
• Based on your research, create mood boards with the feelings, colours, and styles you want your logo to express. Create numerous design ideas with these elements. Research should inspire innovation, not hinder it.
• Share your design ideas with a focus group or select audience members. Use their input to improve your logos. Take constructive criticism—it can improve you.
• Use feedback to improve your design ideas. Make numerous logos and try different details. You’ll find a logo that represents your brand and resonates with your audience.

Read also: How to Prepare a Logo Design Brief

Challenges in market research for logo design

Market research helps you design a logo that resonates with your target audience and strengthens your brand. Like any great endeavour, logo design market research has its hurdles and dangers. Below are some obstacles and dangers to help you overcome them. By knowing the probable obstacles, you can better research and produce a logo representing your brand.

• Data overuse is a common mistake in logo design market research. Data-driven judgments are critical, but creativity is too. Data overload shouldn’t hinder design. Instead, look to statistics for inspiration and guidance to unleash your creativity.
• Balancing creativity and research findings takes time and effort. Data may suggest a design direction that doesn’t match your creative vision. A balance between research and artistic intuition is crucial. Sometimes, calculated creative risks generate great results.
• Consumer tastes and market trends change quickly. Appealing yesterday may not be appealing tomorrow. Creating a timeless logo is a task. To fix this, use timeless design components that may outlast trends and represent your business.
• Confirmation bias arises when you instinctively seek and value information that supports your beliefs. This can distort research findings. Keep an open mind to research findings and design alternatives to overcome confirmation bias.
• Logos can reach multicultural audiences in a globalized society. Cultural insensitivity can cause miscommunication or offense. Avoid upsetting potential clients by researching the cultural context in which your logo will be displayed.

Best practices for effective market research in logo design

Market research will influence your logo design to ensure it resonates with your audience and accurately represents your business. Follow best practices to maximize market research in logo design. These best practices will help you undertake effective market research for a successful logo design process. Whether you’re a seasoned designer or a business owner new to logo creation, let’s explore the best practices to boost your logo.

• Effective logo design market research should integrate qualitative and quantitative methods. Quantitative data, like surveys and analytics, provide numerical insights, while qualitative methods, like interviews and focus groups, offer comprehensive input. Combining these methods gives you a complete picture of your audience’s tastes.
• Design changes constantly. Keep up with industry trends to develop a modern logo. Attend design conferences, follow design blogs, and study industry-leading logos. Trends are vital, but don’t mindlessly follow them. Use them as inspiration while retaining your brand identity.
• Market research is ongoing. Your logo may need revisions as your business and audience change to stay relevant. New market research should be done periodically to guarantee your logo matches your business and audience.
• Your competitors’ logo design successes and failures can help you. Examine their logos for similarities, distinctions, and differentiation chances. Understanding your competition enables you to place your logo for maximum impact.
• Market research should include a varied set of target audience members . Diversity ensures you get a more comprehensive range of perspectives and preferences, which helps you understand your audience’s demands.
• Prioritise customers during research . Their opinions should guide your logo design. Your logo should connect with people, not only please your tastes.

Market research is essential to designing logos that appeal to your target audience. Follow the tips this article recommends to guarantee your logo embodies your essence and communicates your brand’s unique character.

As a logo designer in Lagos , I understand the importance of market research for businesses in this exciting city. Your logo must wow your audience as the first point of contact. So contact me today; let’s design a logo that captures attention and boosts your brand’s presence.

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How to Conduct Market Research for Your Logo Design

• Home » How to Conduct Market Research for Your Logo Design

Market research is a crucial step in designing a logo that will effectively represent your brand. By conducting thorough research, you can gain valuable insights into your target audience, competitors, and market trends. Here are some tips on how to conduct market research for your logo design.

1. Define your target audience

Before you start designing your logo, you need to know who your target audience is. This will help you create a logo that resonates with them and effectively communicates your brand’s message. Research your audience’s demographics, psychographics, and behavior patterns to get a better understanding of their needs, preferences, and values.

2. Analyze your competitors

Researching your competitors can help you identify gaps in the market and differentiate your brand from others. Analyze their logos, brand messaging, and marketing strategies to see what works and what doesn’t. This can also help you avoid creating a logo that looks too similar to your competitors.

3. Look for design trends

Design trends can give you inspiration and help you create a logo that looks modern and relevant. Look for design trends in your industry and beyond, but be careful not to follow them blindly. Your logo should be unique and timeless, not just trendy.

4. Gather feedback

Once you have some logo design concepts, gather feedback from your target audience and stakeholders. This can be done through surveys, focus groups, or one-on-one interviews. This feedback can help you refine your logo design and ensure that it resonates with your target audience.

5. Test your logo

Before finalizing your logo, test it in different contexts and on different platforms. This can help you identify any issues with legibility, scalability, or color contrast. It can also help you ensure that your logo looks good on different backgrounds and in different sizes.

In conclusion, conducting market research is essential for designing a logo that effectively represents your brand. By defining your target audience, analyzing your competitors, looking for design trends, gathering feedback, and testing your logo, you can create a logo that stands out and resonates with your audience.

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A Study of 597 Logos Shows Which Kind Is Most Effective

• Jonathan Luffarelli,
• Mudra Mukesh,
• Ammara Mahmood

Is your logo too simple for its own good?

Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

• JL Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier Business School (France). He studies brand aesthetics, logo design, and brand personality. His work has appeared in premier journals such as the Journal of Marketing Research and Journal of Business Venturing .
• MM Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing .
• AM Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as  Management Science , the Journal of Marketing Research , and the Journal of Business Venturing.

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A Guide to Logo Testing Through Market Research

In this blog post, learn why logo design testing is important and how market research can help optimize a logo’s impact.

Table of Contents: 

What is logo testing .

• Why test your logo?
• How to conduct logo testing

Best practices for logo testing

Find a winning logo with quantilope.

Logo testing is the process of evaluating the effectiveness and impact of a company's logo or brand identity.

It involves testing how well the logo communicates the desired message, whether the logo is memorable and recognizable, and whether the logo resonates with its intended audience. Logo testing can be done through various research methods such as online surveys, qualitative focus groups, or eye-tracking studies to gather feedback from potential and existing customers.  Back to Table of Contents

Why test your logo ?

Logos are everywhere. All brands have one, whether it’s just their name in a simple font or an abstract mix of design elements that don’t mention the brand name at all. Yet, they all aim to fulfill similar roles.

Understand recognition

Logos represent the uniqueness of a brand. They stand for a lot: a company’s identity, its values, and its personality. Think about some of your favorite brands - their logos are probably unique and stand out in their own ways. It might be the bright red of Coca-Cola that catches your eye in the convenience store, the signature Starbucks green that you can't seem to miss on a street corner, or the familiar Oreo logo that you gravitate toward in the snack aisle.  Testing your logo to understand how well it stands out is valuable for your brand's future campaign planning and product development (i.e. making the logo bigger, bolder, changing the colors, etc., until the desired recognition is achieved). 

Ensure effective communication

A good logo is distinctive, recognizable, and memorable - but it also should give consumers some idea of the type of business it represents. For example, you might not see a law firm using a hot pink bubble-letter logo, the same way you wouldn't expect a kid's toy brand to use intricate cursive writing. Test your logo to ensure it steers consumers in the right direction of what your brand offers. 

Manage negative feedback

Sometimes brands get it wrong. This can happen in product packaging , new product development, messaging and advertising, and, logo/ branding design choices . By testing your logo early on, you can identify potential issues or negative associations that consumers may have toward your logo that your internal design team didn't see themselves. This can save your brand from serious publicity damage.  Back to Table of Contents

How to conduct logo testing 

Below is a step-by-step guide to effective logo testing:  

Define your research objective: 

Start by determining the specific goals of your logo testing research. Do you want to test the effectiveness of your existing logo? Do you want to introduce a brand new logo and see how well it's perceived? Your research objective will drive the setup of your entire logo testing study so it's important to iron out upfront.

Select your research method: 

Choose the appropriate research method for your objectives, such as online surveys, in-person focus groups, or eye-tracking studies. Consider factors such as budget, timeframe, and target audience.  

Recruit survey participants:  

Use a panel provider (or, provide your own sample list) to source participants who fit into your target audience. If it fits in the budget, consider offering incentives such as gift cards or free products to encourage high-quality survey participation .

Prepare the logo testing stimuli:  

If you're testing an existing logo, simply add your logo as the study's stimuli. If you're testing a new logo, create a few iterations of the logo, such as variations in color, font, or layout to see what works best. 

Conduct the research:  

Once you have your stimuli, there are two main ways to go about logo testing research - a single logo test and testing multiple logos at once. 

Single logo test

A single logo test is good for brands who want to test their existing logo for uniqueness, effectiveness, and clarity. A brand can gather reactions to a single logo either qualitatively (asking for spontaneous reactions and associations in a focus group or interview) or, quantitatively (asking respondents to choose from a pre-determined list of online survey answers). Quantitative survey questions might ask about the appeal of the logo, how much it stands out, and the attributes it conveys. Brands might opt to leverage a MaxDiff in their study, to determine which logo features are most/least appealing. Additionally, Implicit Association Tests can reveal subconscious associations with a logo which can be particularly useful as semiotics and underlying consumer attitudes are integral parts of logo design.

Testing multiple logos at once

For brands thinking about recreating their logo or for new brands entering the market, it can be helpful (and cost-effective) to test more than one logo in a single study to hopefully result in a clear winner. If you just test a single logo idea and your target audience hates it, it's back to square one rather than being able to tweak other existing designs.  To test multiple logos, an A/B Test is often used to present each alternative design to different (but equally structured) sets of respondents so that reactions to each logo can be compared. This approach allows respondents to focus on just one design at a time so they can give thoughtful answers rather than getting overwhelmed with too many options.

If desired, multiple logos can also be tested at once amongst a single set of respondents, as long as there is a minimal number of alternatives. With a smaller set of logos, comparing and contrasting amongst a single group can be useful in gaining an understanding of the different logos, and which is favored. However, with this approach, researchers should carefully consider whether survey results indicate that potential customers are just picking ‘the best of a bad bunch.’

Like with single logo testing, brands can Implicit Association Testing to test multiple logos as well. 

Analyze the results:  

Analyze the data collected from the research and identify trends and patterns. Look for common feedback or issues that arise across the different versions of the logo. For example, perhaps in every iteration of your logo design (when testing multiple), your target audience consistently hated the color used or the font style.  

Draw conclusions, and act on them: 

Based on the analysis of the data, draw conclusions on how to improve the logo or address any issues identified. Keep these insights in mind for any future branding efforts as well! If you have a clear path forward (i.e. you have a version of the logo that resonates well with customers) you're ready to bring it to market. If not, send your logo back to the design team for some new iterations to retest in another logo testing study. 

Back to Table of Contents

To track the lasting impact of your logo testing and implemented changes, consider a brand health tracker: 

Below are a few best practices to keep in mind when testing a new or existing logo: 

Consider the context: 

Some brands may simply want to test their logo on its own - and that's totally valid! Others might want to test associations of their logo on a package, on a billboard, on a tv advertisement, etc. For those brands, consider creating stimuli that contextualize your logo in those scenarios. 

Test your logo among your target audience: 

In many research studies, it's beneficial to measure metrics among a wide population of respondents. In logo testing however, you'll want to focus on your target audience - as they'll be the ones who are actually noticing your logo and purchasing your brand. 

Test attributes that relate to your brand: 

Because you ultimately want your logo to be a strong reflection of your brand, make sure to test attributes that describe the industry you're in. For example, a healthcare brand might be keen to convey reliability, care, strength, and experience in its logo. Use these associations as part of your logo testing to see how well the logo fits those criteria.

Leverage advanced methods: 

Advanced methods such as MaxDiff , A/B testing , and Implicit Association Testing are extremely valuable in understanding consumer preferences on a detailed level. These types of questions go beyond standard usage and attitude questions to force respondents into tradeoffs or to capture their subconscious reactions - both of which minimize the 'everything is important' bias which doesn't help you as you narrow down design choices for your logo. 

Mix up the question formatting: 

In addition to the quantitative advanced methods mentioned above, consider adding open-ended questions or qualitative approaches to your logo testing survey. These approaches allow you to hear your target audience's logo feedback in their own words (and can be used in conjunction with quantitative metrics to paint a comprehensive picture of your logo's associations).  Back to Table of Contents

If you want to find a logo that stands out and fits your brand personality, quantilope’s Insights Automation Platform makes survey design, data collection, and analysis of metrics a breeze. 

With its intuitive online survey platform, logo ideas can be tested through an A/B Test, Implicit Association Test, or a MaxDiff analysis, using a simple drag+drop approach. quantilope questionnaires are fully customizable so that you can pose questions closely pertinent to your brand.

If you’d like more spontaneous reactions to your logo designs, quantilope’s inColor solution delivers video footage of consumer reactions. Hearing people from your target demographic actually speak to the different logo designs really brings insights to life. The video feature, along with inColor’s facial and sentiment analysis adds a deeper layer of understanding to logo testing reactions.

To learn more about quantilope's logo testing capabilities, get in touch below: 

Get in touch to learn more!

Related posts, what are brand perceptions and how can you measure them, how can brands build, measure, and manage brand equity, how to use a brand insights tool to improve your branding strategy, quantilope's 5th consecutive year as a 'fastest growing tech company'.

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Market Research for Branding: How Insights Help Your Brand Growth

Market research is critical, whether launching a new product, expanding your services, or staying ahead of your competition. Without precise data about your present and prospective clients, rivals, or industry trends, your strategy may be based on gut feeling or outmoded techniques.

The expansion in the market research services industry is commendable and indicates significant interest in market research as we approach 2023. The market is predicted to increase at a compound annual growth rate of 5% from around   $75 billion in 2021 to $90.79 billion in 2025 .

Market research and brand development are inextricably linked. They work together to help tap into your target audience's psyche and adapt your product marketing to meet their requirements and wishes. So, let's take a deeper look at how excellent market research in branding can help your business.

Table of Contents

What is Market Research?

Market research, commonly known as “marketing research,” establishes the feasibility of a new service or product via direct customer study. Market research for branding enables a firm to identify its target market and obtain comments and other customer input on their interest in the product or service.

This type of research can be done in-house, by the firm, or by a third-party company specialising in  market research facilities . Surveys, product testing, focus groups, and trends in market research can all be used to accomplish this. Moreover, it works great when investing resources in the research and development of a new product or service.

Methods of Market Research

Primary and secondary research methods are the two major strategies to gain knowledge and valuable data about your products for branding search. If you need help determining which approach is best for your company, here's a comprehensive look at each.

Primary Research

Acquiring firsthand knowledge about your target market is known as primary research. This information can be obtained from various sources, including focus groups, surveys, and questionnaires. 

Primary research is an excellent approach for small businesses to learn what their customers think about their brand. It also displays a customer's genuine user experience with a product or service.

Primary research covers the following:

In-depth Interviews

One-on-one talks about understanding participants' attitudes about a specific topic or product. They can take place in person, online, or over the phone.

Observational Research

You can gather critical information by observing people in a natural setting. For example, you can observe how a retail store conducts its clients as they enter and exit.

Customer surveys are one of the most typical approaches used by product managers while conducting a research study. You collect survey data by asking questions, which allows you to learn about people's opinions, attitudes, and impressions of a product. Feedback surveys can be administered online, over the phone, or by mail.

Focus Groups

A focus group is a carefully selected group of people who meet to discuss a particular issue. This study is excellent when a direct connection with a product or service is required to obtain data. You might ask them to attend a demonstration, test new items, or respond to particular research questions.

Secondary Research

Secondary research employs public data, and information others gather, such as reports and market statistics. You may also include internal sales and marketing documents from your company. Secondary research is helpful in  understanding market trends  and customer behaviour during your product's introduction.

The three primary sources for secondary research include:

Public Sources

The most popular public sources of market research are government statistics. If you're beginning a new firm, the United States Census Bureau and the Bureau of Labor Statistics are excellent resources. 

The business and economics website of the United States Census Bureau can assist you in obtaining demographic statistics and understanding how much people spend on your desired product in certain places. These tools are valuable for entrepreneurs aiming to cut costs. 

Internal Sources

You can gain credible information from data that your company already owns. Employee interviews, sales marketing campaign statistics, and other previously acquired data from your company can assist you in making findings that you can turn into choices.

Commercial Sources

Typically, they are market studies containing industry-specific information from research firms. You must generally pay to use and download them.

Primary Goals of Market Research

Some of the broader objectives that market research can assist firms in achieving include the following:

• Making critical business decisions
• Securing finance and investments
• Identifying new commercial prospects
• You can even avoid company failures.

Why is Market Research in Branding Important?

What is Branding?

Branding  is the process of establishing a distinct brand for a company in the minds of its target audience and customers. At its most fundamental, branding consists of a company's logo, visual design, mission, and tone of voice. The role of branding in marketing is to:

• Boost product awareness
• Explain the values of the company and the organisation, and 
• Instil trust in the audience 

Branding comes in a variety of sizes and forms. Branding is a substantial activity that begins with the design of the logo, what it represents, and the advantages to end consumers.

Sure, gut intuition can be used to make business decisions, but doing so is dangerous. After all, not everyone has the vision of Steve Jobs, who famously stated, 

It isn't the consumers' duty to know what they want. –

We respectfully disagree. Market research offers the required data-backed evidence to help you make confident judgments. 

Let's find out why market research has so much importance in branding:

Deeply Connected with Your Strategy

Market research directs your brand strategy . Brand marketing is not just for industry titans. By following five easy steps, any company of any size can profit from using branding as a marketing approach.

• Identify the purpose of your brand.
• Evaluate your target market.
• Define and market your story.
• Learn about your competitors.
• Make brand guidelines .

When choosing the company's path, much money (or people) is at stake. Market research is either the necessary validation that tells you that you can proceed ahead. Or it can be the warning bell that signals you need to change your marketing or product strategy .

Loss Prevention

To prevent varying kinds of blunders, market research assists you in multiple instances.  95% of new product launches fail , according to Harvard Business School professor Clay Christensen. And releasing a new product is an expensive endeavour. If you're introducing a new product, market research can provide you with the information you need to guarantee your product is among the top 5%.

Credibility and Authenticity

Moreover, market research increases credibility. It provides the data to support your arguments and assertions, whether you're seeking to generate appealing marketing collateral, become a thought leader in your field, or wow your C-Suite.

Forecasting

To get a clear understanding of future direction, market research reveals what you should do and where you should go next. We've all heard the phrase “innovate or die.” If your company does not adapt to market trends and the changing customer wants, it will be left in the dust by rivals. It can assist you in determining whether your brand is becoming stale, which new products/campaigns to launch, and which areas to enter next.

Understanding Market Research Insights

Marketing research insights are realities about your commercial operations that you find via data analysis. Using this knowledge to steer your marketing plan guarantees you're reaching the right people with the right message at the right time, or do market research by industry. 

Marketing insights help a company grasp the present market and how it fits. They must: 

• Enlighten you about your consumers and prospects
• Assist you in making informed decisions for your growth plan
• Explore market trends for innovation. 

Marketing insights should give value and motivate people to take action.

The 7 Types of Market Research

Market research encompasses a wide range of activities. In truth, there are several types of market research that you can utilise to achieve your company's objectives. We'll go through the advantages of each market research in more detail below.

Brand Research

So, what is branding research? Brand research involves developing or  refining your company's brand  to generate a solid and favourable impression on your target market. Brand market research can be applied at every step of a company's lifetime, from conception through new product releases and re-branding. 

Brand research allows you to analyse: 

• the amount of brand awareness among your target audience
• how loyal your consumers are to your brand
• the attributes people connect with your brand, and 
• other elements of your customer's relationship with your brand

Marketing Campaign Evaluation

Some market research focuses on the success of marketing campaigns and research on branding. For example, you can assess how many people saw your online advertising and the click-through rate. This sort of data can help you make modifications as needed and influence future initiatives, allowing you to reach customers more effectively while keeping client acquisition expenses low.

Competitor Research

Competitor research focuses on the competition to assist you in acquiring brand insights on how your firm can outperform the competition. Examining a competitor's marketing initiatives, brand recognition , income or sales volume, and other key metrics can help you learn from their strengths and weaknesses.

Customer Segmentation Research

Customer segmentation is essential to market research, particularly for new enterprises. This research categorises your more extensive consumer base into several groupings or personalities. Understanding the  various sorts of customers  you want to interact with can assist you in creating customised campaigns for each category.

Consumer Research

Almost all market research involves the customer somehow; however, some research focuses explicitly on better understanding consumers within a specific category. You could be interested in learning about their purchase patterns, hobbies, motives, and so on. The more you know about your customers, the more successfully you can appeal to them.

Product Development

Product development necessitates market research to confirm that the concept has value before refining the product through time. For example, you may see a drop in sales on a flagship product and realise that customers' wants have changed, and this product should have a new function to be more helpful or handy.

Usability Testing

Usability testing, like product development research, focuses on products. The emphasis here, though, is on how customers utilise your product. You may release a beta version of your mobile app and get input from users to see whether there are any bugs or other issues that need to be addressed.

According to a 2020 report, respondents regarded usability testing as the most effective for gaining user insights (rating it 8.7 out of 10). In comparison, digital analytics had a rating of 7.7, while user surveys received a rating of 6.4.

Subtypes of Market Research

For all you marketing nerds out there, here's some other theory. Professional market researchers differentiate between primary and secondary market research subtypes:

Qualitative Research

Consider interviews, open-ended inquiries, and outcomes communicated in words instead of figures and graphs. This form of research is used to uncover underlying causes, beliefs, and motives.

Quantitative Research

Consider surveys and polls, with often closed-ended questions and outcomes reported in numbers and figures. This research method tests or confirms hypotheses or assumptions by measuring specific variables (such as attitudes or behaviours) and generalising results from more extensive data sets.

How to Do Market Research for Branding? 

We now understand what market research is, why it is essential, and all the major types and subtypes.

Let's look at how we apply that knowledge in the easy stages of market research.

Define the Brand Research Objectives

Before you begin collecting data, you must determine the purpose of your study. This enables you to select suitable approaches and tools.

Do you have a query regarding your company? Do you find a market opportunity that you wish to investigate further? Have you discovered anything unusual regarding your product?

Based on your first observations or queries, you might begin to evaluate what individuals look for on the internet to understand their goals, pain areas, and preferences. This can help you restrict your topic and build a market research strategy.

Create a Buyer Persona

Before you can comprehend how clients in your sector make purchasing decisions, you must first know who they are. This is where your buyer personas can help you. 

Buyer personas, also known as marketing personas, are fictitious, generalised representations of your ideal clients. The aim is to utilise your character as a guideline for reaching out to and learning about genuine audience members in your sector. Also, your business may lend itself to more than one character – that's good! You must consider each persona while optimising and designing your content and marketing.

Analyse the Market's Size

Identify several subgroups, or market segments, within that broader market and their distinct characteristics and preferences. For example, reading about demographic and socioeconomic trends in library publications might be a functional data-gathering approach. 

This can assist you in gaining branding insight and discovering how large the market for your brand is. You may observe each group to see what they do, where they go, and what they talk about. Consider interviewing a representative from each group. Finally, consider doing one or two focus groups among each group.

Collect the data  

Following the identification of objectives, it is critical to begin gathering information. There are several data collection methods available for gathering information.

A survey is an excellent primary research approach for gathering information on company practices, marketing strategies , and product demand. Unbiased survey research can assist in capturing the opinions and sentiments of a specific group.

A/B Testing

This research approach analyses two or more versions of a variable—for example, two layouts of the same website (version A and B)—to collect data to determine which would result in better outcomes and  customer engagement . In this case, the purpose may be to determine which site receives the most direct traffic to boost the number of monthly visitors.

Social Media Polling

Setting up a social media poll can be a quick and easy approach to collecting user information. Polling existing and prospective consumers gather brand insight from your target demographic, which can influence how the firm curates its goods and user experiences.

Face-to-face or phone interviews can assist businesses in determining customer expectations of a brand. Participants in these interviews may be asked questions such as: How long have you been a customer? Alternatively, why did you select this brand over the competitor?

Focus groups combine a chosen group of people based on demographics, purchasing history, or other characteristics to acquire non-numerical (qualitative) data on a specific product or service. With focus groups, moderators can elicit a wide range of thoughts and emotions through open-ended dialogue or lines of inquiry to determine how potential (or present) customers feel about a product or service.

Analysis of Competitors

Understanding the current landscape is critical whether you are establishing a new brand or an established player. Competitive analysis can provide insights to help you position and improve your product. By evaluating share of voice, you can uncover the rival's strengths and shortcomings, identify their unique selling point in the eyes of the consumer, and gain an overview of the amount of competition across different markets and demographics.

Clarifying Your One-of-a-kind Value Proposition

Your offer explains why people should use your company rather than  competitors . Using focus groups is a particularly beneficial data-collecting strategy in this field. Gather a gathering of potential clients and inform them about your ideas. Tell them how your ideas are distinctive. Let them know how your program will be seen (its positioning). Inquire about what they believe.

Share Your Findings

After you've completed your research and processed your data, you can create a research report to communicate your significant findings. You can show your report as a slideshow, an illustrated book, a video, or an interactive dashboard that allows viewers to see the data in various ways. 

Marketing research reports include crucial company-specific facts such as customer profiles, target audience purchasing patterns, and market rivals, as well as answers to the questions your study aimed to solve. 

The report should also address these difficulties, such as how the firm could modify its plans to maximise marketing and target its consumers better. Once the research is completed, share the findings with all key stakeholders, such as the marketing team, corporate management, or other individuals that this suggested shift in strategy may influence, such as engineers.

Maintain Consistency and Monitor Brand Awareness

It's critical to know who you are as a company and what you stand for and to express it consistently across all platforms, from your website to your social media channels to your advertising materials. You can check if you're doing this through frequent brand tracking studies. 

Check-in on how you're doing regarding brand awareness, brand image, and reputation and whether you're winning in terms of brand recall and recognition.

How Insights Help in Business Growth?

Marketing insights give essential information on how your customers view your brand, how you compare to the competition, and if your time and resources are being used effectively.

Marketing insights assist you in the following:

• Understanding your client's demands helps you to provide a more personalised customer experience, which leads to brand loyalty and closing sales.
• Enhance your revenue.  Data-driven marketing  has been shown to increase ROI by 5-8x.
• Stay ahead of the competition. Insights enable you to outwit rather than merely outspend your opponents.
• Marketing insights provide the data you need to measure and enhance performance. They help you comprehend where you are today, but more significantly, they show you how to go forward in the future.

What are the Most Recent Marketing Trends?

Personalisation, social media, artificial intelligence, and the metaverse are among the top marketing trends for 2022. However, a solid marketing foundation is still essential. While new developments are significant, actual content must remain engaging, current, reliable, interactive, and accurate.

The Ending Note

Though market research for branding is time-consuming, it is crucial for survival in a competitive industry. Continuous involvement is critical whether you can undertake significant studies or are bootstrapping using agile research approaches.

The price and difficulties of performing brand research have decreased as data technology has advanced. Other alternatives will surely emerge on the market, making research more straightforward and economical.

Stuart Crawford

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logo research: 5 things to ask before you start to design

A successful design process requires good logo research before you start on a branding project.

Logo research is essential. The logo design process doesn't start in design software or even in a sketchbook. There are several things you should ask before you start to design a logo if you want to have the best chances of success. 

Proper research can help ensure that you fully understand the problem at hand so you can design a solution that you can present with confidence, armed with the knowledge you need to back up your decisions. That's more likely to help you get approval from your client quickly if not first time) and to help the project succeed in the real world. In comparison. 

You can't just guess the logo that a client requires, and a poorly researched project is likely to be rejected if the client feels the designer has failed to understand the problem. Research is your opportunity to discover what you need to design, why you need to design it, and how it will be used. There's no such thing as having too much information, especially if you're going to design a logo for a product or service you're not familiar with. 

But what topics should you research? Here are five key questions and areas to focus preliminary research on before designing a logo. See our tips on how to design a logo for more advice, and for tips on the business side,  see our guide to how much should you charge for a logo?

Logo research: 5 things to ask before you design a logo

01. why does the company need a new logo.

Before you design a logo, it's essential you understand the real reason you're doing it. If it's a new company the answer to this question is self-evident. But if the logo is a redesign, this is a whole different story.

If the company is young it may have designed the logo in-house or had it designed on the cheap and now it simply needs a refresh. A more established business will, however, redesign its identity to signify change.

Change can come in many forms: new ownership, new management, new product or service, or a new ethos. Be it a merger, a change to the way things are done, or a new brand statement, ensure you understand all you can about the current situation and the goals of the business moving forward. This will decide if you need to simply evolve the current design, or take it in a whole different direction altogether.

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02. What does the company do?

It's might sound obvious, but you need to know what the company does and why. Find out the history of the company, the products or services it offers, and the problem(s) it solves.

Look to understand the company's values. What message is the client trying to communicate with its target audience, and how does it want customers to feel when they engage with the brand? This will often heavily influence the attitude of the design. Don't simply rely on what the client tells you either. Be prepared to dig deeper, reading industry blogs and information to gain a true understanding of the product and service.

03. Who is the target audience?

You must know the audience the business will be targeting so that you can design a logo that will attract them. Some companies will be able to describe their exact audience, while some smaller companies will not be sure, or may ask to target everyone. In these cases, ask the client to describe its ideal customer.

Understand the demographics of the audience: their age, gender, location, income level, lifestyle and behaviour. Understand their needs and the problems they are experiencing to require the products or services of the company you're designing for.

04. What are the company's long-term goals?

A logo should stand the test of time, so expect the logo you're designing to still be in use in five to 10 years' time. For that reason you must understand not only where the company is today, but what its long-term goals and ambitions are. 

For example, if a company currently offers only one service, but plans to extend its offering at a later date, it's essential you are aware of this so that you can factor this into your design.

A valuable exercise is to ask the client to describe where it sees itself in five years' time. This will allow you to get a realistic picture of it foreseeable plans and long-term ambitions.

05. Who is the competition?

Knowing about the competition is valuable when you start to design a logo as you can learn what identities the audience will already be familiar with in the sector. This information will also ensure you avoid unintentionally mimicking an already-known brand.

Pinpointing competitors isn't always an easy task. Sometimes the client will tell you who it believes it's in competition with, but its own assessment may be way off. Combine the information it provides with your own research. Look at the identities of direct competitors (those that offer the same product or service to the same audience) as well as indirect (those that offer a similar product or service).

Your goal is to design a logo that separates the company from its competition rather than to replicate an existing design. It's a valuable exercise to keep a visual record of both the competitor's logos and identities to reference your designs against at a later date.

Research is a powerful tool, which will make you a better designer and a more knowledgeable person. For inspiration, see our pick of the best logos of all time and the best new logos . Also see our pick of resources for logo designers .

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Ian is an accomplished logo designer with over a decade of experience in the field. He is recognised for his ability to create striking and effective logos that communicate the brand's essence. Ian is also the host of the popular Logo Geek Podcast, where he shares his expertise and interviews other leading designers and marketing experts in the industry, as well as author of the book, Make a Living Designing Logos . Through his work, Ian has established himself as a respected voice in the design community, and his passion for the craft is evident in everything he does.

• Joseph Foley

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Logo Test Guide: Designing Logos that Engage and Excite

A logo is more than just a visual representation of a company; it is a powerful symbol that embodies the identity of a brand – its Brand Identity – and communicates its values to the public. In a world where consumers are bombarded with advertising messages, an effective logo can make a brand stand out, spark interest, and foster loyalty.

Table of Contents

What is a Logo Test?

The relevance of logo tests in market research, the power of logos in branding, types of logo tests.

• Practical Application Areas of Logo Tests

Conducting a Logo Test with resonio: A Step-by-Step Guide

Logo test: some interesting case studies, the impact of technology on logo testing.

In a landscape where consumers are bombarded with advertising messages, an effective logo can make a brand stand out, generate interest, and instigate loyalty. Therefore, before a logo is introduced or changed, it’s crucial to gauge its potential impact and effectiveness through a method known as a logo test.

A Logo Test is a crucial tool in branding and marketing, typically conducted before the final introduction of a new logo or when planning a revision of an existing logo . Companies use logo tests to evaluate how effective and recognizable their logo is. The goal is to understand how the logo is perceived by the target audience, focusing on design, color, shape, and the conveyed brand message. By obtaining direct feedback from actual or potential customers, the company gains valuable insights. This helps to verify if the logo clearly communicates the intended message, strengthens the brand identity, and stands out distinctly from the competition. A well-conducted logo test can thus make a significant contribution to brand development and the long-term success of a company.

Logo tests play a central role in market research , as they assist companies in understanding the psychological impact of their logo on the target audience. These tests are particularly relevant when it comes to ensuring that a logo is not only aesthetically appealing but also evokes the desired associations and emotions.

In market research, logo tests serve to gain insights into brand perception and to analyze how a logo communicates brand identity and values. Furthermore, they help in identifying whether the logo is perceived differently across various cultures and markets. These insights are essential for the development of an effective brand strategy and ensure that the logo can be used as a powerful tool in competition.

Revolutionize Your Logo Testing Process!

Branding is not merely about creating a distinctive name or a catchy tagline for a business—it’s about crafting an identity. A significant part of this identity formation is the logo. In fact, the logo is often the first thing people associate with a brand. Therefore, understanding the dynamics of logos and their impact is vital in appreciating the significance of a logo test.

Role of Logos in Branding

A logo serves as the visual cornerstone of a brand. Its importance in branding revolves around several key aspects:

• Identity : A logo is a company’s visual identifier, the symbol that customers use to recognize the brand in advertisements, on products, or in stores.
• Impression : A well-designed logo can create a positive first impression, drawing consumers in and making them more likely to engage with the brand.
• Differentiation : In competitive markets, a unique logo helps a brand stand out from the crowd, giving it a distinctive edge.
• Brand Loyalty : Over time, consumers build an association with the brand logo, and this association often translates into loyalty.

Psychological Aspects Behind Logos

Logos carry psychological weight that can significantly influence consumer behavior. Here are a few psychological aspects of logo design:

• Color : Different colors evoke different emotions. For instance, blue often signifies trust and dependability, while red can evoke feelings of excitement or urgency.
• Shape : The shape of a logo can also influence perception. Circular logos can evoke feelings of community and unity, while angular logos might suggest stability and balance.
• Font : The font used in a logo communicates the personality of the brand. Serif fonts can convey a sense of tradition and reliability, while sans-serif fonts are often seen as modern and forward-thinking.

Overview of Successful and Iconic Logos

Some logos, through their design, consistency, and alignment with brand values, have achieved iconic status. Their success underscores the importance of effective logo testing:

• Apple : The simple, sleek apple with a bite taken out of it is universally recognized. It represents innovation and quality, perfectly aligning with the brand’s products.
• Nike : The Nike swoosh symbolizes motion and speed, reinforcing the brand’s commitment to athletic performance.
• McDonald’s : The golden arches of McDonald’s have become synonymous with fast food globally, promising consistency and reliability.

These examples highlight the power of a logo in establishing a brand’s identity and influencing consumer behavior. As such, the role of a logo test in market research becomes even more crucial. By ensuring that a logo aligns with a brand’s identity and resonates with its target audience, businesses can maximize their branding efforts and carve out a successful niche in the market.

Recognizing the profound impact logos can have on branding, it’s essential to ensure that the chosen logo actually conveys the intended brand message. Here, the logo test plays an indispensable role. Employing a systematic, data-driven methodology, a logo test ensures that the logo aligns with the brand identity, appeals to the target market, and stands out from the competition.

There are various types of logo tests, each addressing specific aspects of a logo’s performance. Here are the most significant:

• Recognition Tests : These tests assess whether the logo stands out from others and is easily recognizable. This helps in evaluating if the logo can stand out in a real-world scenario.
• Recall Tests : These tests measure a logo’s memorability. Participants are asked to recall the logo after a certain period. The results offer insights into the logo’s impact and its potential to stick in consumers’ minds.
• Preference Tests : In these tests, participants are presented with various logos, and they are asked to choose their favorite design. This helps in identifying the most appealing design.
• Association Tests : These tests help to understand what values or ideas participants associate with the logo. This is crucial for verifying whether the logo effectively conveys the intended brand message.

In the further course of the article, we will discuss practical applications – including case studies -, look at the role of technology in logo tests, and introduce a step-by-step guide to conducting an effective logo test. Each of these elements underscores the central role of a logo test in developing a successful and impactful logo, which in turn lays the foundation for a strong brand identity.

Practical Applications of Logo Tests

In the context of market research, a logo test is not just another exercise in data collection. A logo test is an integral part of brand strategy , aiming to establish a meaningful connection between a brand and its audience. Understanding its importance helps companies maximize the value of their branding efforts.

Role in New Product or Service Launch

When launching a new product or service, creating a strong, recognizable logo is paramount. However, understanding whether your logo meets these criteria can be challenging without objective feedback. That’s where logo testing comes into play.

Through a logo test, you can gain invaluable insights into how your target audience perceives your logo design. This feedback allows you to adjust the design, color, and other elements of the logo to better resonate with your audience and reinforce your product or service’s unique value proposition.

Assisting in Rebranding Efforts

Rebranding is a delicate process. While it’s an opportunity to redefine and revitalize a brand’s image, it also runs the risk of alienating existing customers if not done right. Here, logo testing serves as a crucial tool.

A logo test enables businesses to understand how well their new logo is likely to be received by their existing customers and potential new audience. It also helps to gauge if the new logo effectively communicates the brand’s evolved identity. The insights derived from a logo test can therefore guide the rebranding process, ensuring it enhances the brand’s image rather than damaging it.

Enhancing Customer Perception and Brand Loyalty

A logo is more than a mere graphical representation—it’s a symbol of what a brand stands for. Therefore, it plays a pivotal role in shaping customer perception and fostering brand loyalty.

By conducting a logo test, businesses can understand the perceived associations and emotions elicited by their logo. If the logo doesn’t evoke the desired perceptions or emotions, businesses can tweak the design based on the feedback from the logo test. This ensures the logo aligns with the brand’s identity, thereby promoting a positive customer perception and fostering brand loyalty.

The importance of a logo test is clear, but how to conduct one might not be so obvious. This chapter provides a step-by-step guide on performing a logo test using the market research tool “resonio” and ensures you gather valuable, actionable insights to help in the design of your logo.

STEP 1: DEFINE YOUR GOALS for the Logo Test

Every logo test should start with a clear objective. Are you testing for recognizability? Is it about understanding the perceived associations with your logo better? Or is the goal to determine the attractiveness/preference of the logo among a specific population? Setting your goals in advance helps you guide the design of your logo test, ensuring you gather all the necessary data.

STEP 2: Select Sample and Target Group

For the logo test, select a representative sample of your target audience. The sample should be large enough to provide reliable insights and diverse enough to reflect the various segments within your target market. With resonio, you can currently define your target audience by:

• Devices to be used in the survey

accordingly.

Further filtering can be done for free through the integration of so-called screening questions at the beginning of your survey questionnaire.

STEP 3: Design the Logo Test Questionnaire

Design the logo test according to your objective. The resonio tool allows you to create a comprehensive and user-friendly questionnaire tailored specifically to your logo test goals.

• Start by selecting a suitable template from the resonio library or start with a blank form to create your survey from scratch.
• Consider beginning the questionnaire with a brief explanation of the logo test and explain to the survey participants briefly what the company behind the logo stands for. Simply drag and drop the “Text Paragraph” element (found under “Output”) from the right column into your questionnaire and set the appropriate text.
• Emoji Ratings: Emojis are ideal for quickly capturing emotional reactions to logos. For example: “Choose the emoji that best describes how you feel when looking at this logo.”
• Multiple-Choice Questions: These questions offer predefined answer options and are great for evaluating specific aspects of a logo. For example, you could ask: “Which of the following characteristics do you most associate with this logo?” with options like “Innovative”, “Trustworthy”, “Modern”, etc.
• Image Choice List: These questions allow participants to choose between different logo variants or evaluate specific aspects of a logo. For example, you could present various logo designs and ask: “Which of these logos appeals to you the most?”
• Slider Scales: Here, participants rate their agreement or disagreement with a statement on a numerical scale (e.g., from “1 = Strongly Agree” to “5 = Strongly Disagree”). For example: “How appealing do you find the design of this logo?”
• Consider not placing all questions about your logo test on one page. If participants see all the questions at once, they might adjust their answers to later questions based on their responses to earlier ones. Using different pages minimizes this effect. To create a new page, simply click the “+” under Pages in the left column.

STEP 4: Testing and Publishing

Before you publish your survey, use the preview feature to ensure everything is functioning as intended. It’s also advisable to briefly test the questionnaire here to identify and rectify any errors or ambiguities.

Proceed to the “Next” step and briefly check the order summary again to make sure everything is correct before sending the order. By submitting, your survey is published for the target group you selected within our large participant community.

STEP 5: Results Analysis

Step 6: document and act on logo test insights.

Create a summary report that presents the key findings and conclusions from the logo test. This report can include graphical representations of data, quotes from open responses, and an interpretation of the results.

Based on these insights, you should derive concrete recommendations for further action. This could be a revision of the logo, further tests with modified designs, or confirmation of the current design.

Understanding the theory behind logo testing and its importance in market research is one thing, but seeing its application in the real world brings an entirely new level of appreciation. The following case studies demonstrate the power of logo testing in shaping successful brand identities, highlighting missteps, and guiding successful rebrands.

Case Study 1: Gap’s Logo Redesign Failure

In 2010, American clothing and accessories retailer Gap decided to refresh its logo, shifting from its iconic blue box with a white ‘GAP’ to a minimalist black font against a white backdrop with a small blue box perched on the corner. The new logo was met with harsh criticism from customers and designers alike.

Gap did not conduct a logo test before releasing the new design to the public, assuming it would be well received. The backlash was a clear sign that the new logo did not resonate with Gap’s customer base and did not evoke the brand’s identity as customers knew it.

Due to the intense negative reaction, Gap quickly reverted to their original logo, making the rebranding exercise an expensive mistake. Had Gap conducted a logo test before the rollout, they could have gauged the negative sentiment and potentially avoided the rebranding disaster.

Case Study 2: Instagram’s Successful Logo Redesign

In contrast to Gap’s rebranding debacle, Instagram’s logo redesign in 2016 is an example of a successful rebranding. Instagram transitioned from a detailed, retro-looking camera logo to a simple, gradient icon representing a camera.

Before implementing the new design, Instagram conducted extensive logo testing. The tests involved showing people the old and new icons but without the Instagram label. Instagram found that more people correctly identified the new logo as a camera, suggesting that the new design was more effective at communicating its function.

Instagram’s logo testing ensured that the new design resonated better with their audience and was more representative of the brand’s identity. This successful rebranding shows the power of logo testing in steering a brand in the right direction.

These case studies reinforce the value of logo testing. While it might seem like an additional step in the process, the insights gathered from a logo test can prove invaluable in ensuring a successful branding or rebranding exercise..

Gone are the days of conducting logo tests through physical focus groups and one-on-one interviews. Today, online surveys and platforms have taken center stage.

Artificial Intelligence (AI) and Machine Learning (ML)

Artificial Intelligence and Machine Learning are also making inroads into logo testing. AI-powered platforms can analyze thousands of logo designs and provide data on which elements make a logo stand out or resonate with the audience.

Machine Learning algorithms, on the other hand, can learn from previous logo tests and provide predictive insights on how a new logo might perform. This can help businesses make data-driven decisions and potentially avoid costly missteps.

Eye-tracking Technology

Eye-tracking technology is another innovative tool that is enhancing the accuracy and depth of insights derived from logo tests. This technology tracks where and how long a participant looks at different elements of a logo, providing real-time data on what catches their attention.

This data can be invaluable in understanding which elements of a logo are most effective in capturing the audience’s attention and which ones might be overshadowing or distracting from the central message.

Virtual Reality (VR) and Augmented Reality (AR)

Finally, the emergence of Virtual Reality (VR) and Augmented Reality (AR) is opening up new possibilities in logo testing. These technologies can simulate how a logo will look in real-world scenarios, like on a storefront or product packaging. This can provide a more realistic understanding of how a logo will be perceived by customers, thereby guiding refinements to the logo design.

In conclusion, technology is not only simplifying the process of logo testing but also enriching the insights derived from it. By leveraging these technological advancements, businesses can conduct more effective logo tests, ensuring their logo resonates with their audience and effectively communicates their brand identity.

A well-thought-out logo test is crucial for building a strong brand identity. It allows companies to assess the emotional impact and recognizability of their logo, ensuring it successfully communicates the brand values and stands out in a competitive market. By using advanced tools like resonio, businesses can gain deep insights into the perception of their logo and adjust it accordingly to establish a lasting and positive connection with their target audience. Effective logo tests are thus an indispensable tool for success in an ever-changing market landscape.

What is a logo test in market research?

A logo test in market research is a process where a company presents its existing or potential new logo to a group of participants (usually representing their target audience) to gather feedback. The aim is to understand how well the logo communicates the brand's identity, its memorability, its aesthetic appeal, and any associations it evokes.

Why is logo testing important for a brand?

Logo testing is essential for a brand as it helps ensure that the logo effectively communicates the brand's identity, is easily recognizable, and appeals to its target audience. It also helps identify any potential issues or misinterpretations before the logo is publicly released, thus saving the brand from potential reputational damage or costly redesigns.

How can technology enhance logo testing?

Technologies like Artificial Intelligence, Machine Learning, Virtual Reality, Augmented Reality, and eye-tracking systems can significantly enhance logo testing. They can offer more accurate, objective, and detailed insights into how participants interact with and respond to a logo, making the testing process more efficient and insightful.

What factors should be considered while conducting a logo test?

Factors to consider while conducting a logo test include the clarity of the logo, its memorability, its relevance to the brand's identity, its appeal to the target audience, and any associations it evokes. Cultural sensitivity, application across different mediums, and comparison with competitors' logos are other important considerations.

What are the future trends in logo testing?

Future trends in logo testing include a greater integration of AI and Machine Learning in logo design and testing, increased use of biometric data, heightened cultural sensitivity, the mainstreaming of Virtual Reality and Augmented Reality, and an emphasis on environmental consciousness in logo design. These trends will help make logo testing more accurate, comprehensive, and aligned with evolving consumer expectations.

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Looking at Logos: Market Research

by Taylor Slattery | August 19, 2019

In a previous article, I shared a site called brandpalettes.com . While writing that piece I mentioned that it would be a powerful resource for analyzing markets to find trends and develop branding strategies. I decided to revisit this idea and take a deeper dive to shed light on some of the insights we might gain through such an analysis.

So let’s pretend we’re designing a logo for a tech startup in the home security space. We’ll start by conducting some research.

While tech companies each have a unique personality that is reflected through their product and logo, it’s safe to assume that there are a core set of traits they would all like to embody, such as trust, safety, excitement, creativity, and ingenuity. Because these companies have all spent a lot of money on market research, and a large portion of them fall within one of 3 colors, its safe to assume that choosing any one of these groups would communicate that core group of traits.

In addition to the standard set traits, let’s say that in the case of our startup, the particular traits we’re hoping to embody are a sense of calm and peace, moods we hope our customers will feel as a result of our home security product. Of these 3 groups, I would say that blue speaks most to our company’s specific values, so let’s take a closer look at these and see what we can find.

The first thing I notice is that within this group of logos, there are 2 sub-groups, hardware and software/services. The 3 hardware logos all incorporate some sort of negative space that interrupts the edges of its silhouette. This might serve to imply ingenuity, as the logos extend “outside of the box” so to say. They also make use of comparatively sharper feeling typefaces, perhaps to communicate their position on the cutting edge.

Looking at the group as a whole, I also notice that whether through italic type, or the angles of the shapes used, 5 of the 7 logos convey a sense of movement from left to right, likely to subtly imply progress, a common theme among tech companies.

Lastly, we see that every logo makes use of some sort of round shape language. Circles are the softest of the primitive shapes. Their lack of angles makes them feel less aggressive, giving them a more approachable appearance.

We can use these observations combined with our own subjective feelings towards these companies to help position our brand and decide which approach would best communicate our unique personality. Based on the research, we know that using blue will instantly establish an association with the core set of traits standard amongst tech companies. We also know that incorporating circles will help us to feel approachable, and using some sort of sharp, angled negative space element will balance out the softness and communicate a sense of advancement. With just a little bit of research we now have a much better idea of the direction to take for our logo.

Taylor is the Managing Editor of Notes on Design. Taylor is a graphic designer, illustrator, and Design Lead at Weirdsleep .

If you are interested in developing your graphic design skills, Sessions College offers a range of graphic design courses for students at all levels. Contact Admissions for more information.

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When Sponsorship Research International polled 7,000 consumers in 1995 to see how well they recognized brand logos, it found that the McDonald’s logo trounced the Christian cross: 88% of consumers identified the golden arches, compared to 54% who could identify the religious symbol.

In today’s attention economy, the potency of logos is crucial, especially for brands that aren’t as ubiquitous as McDonald’s .

Research firm Frac.tl set out to find the most and least memorable logos for health and wellness brands, revealing how some logos dominate consumer recall while others struggle. The research was commissioned by healthcare practice management platform Tebra. 

“Building positive consumer perceptions and trust is especially important in healthcare—but you can’t do any of that if nobody remembers your brand,” Frac.tl senior data journalist Rachel Kirsch told ADWEEK. 

Kirsch’s team sat 100 people down in front of sheets of blank paper, then asked them to sketch the logos for selected brands strictly from memory. 

Here are four major findings on what divides memorable logos from forgettable ones.

Pick a color and stick with it

The most obvious difference between the most and least recognized brand logos was the presence (or absence) of distinctive colors. Consumers recalled Allegra’s purple logo and Pepto Bismol’s legendary pink far more readily than they did the black-on-white logos of, say, Proactiv and Duane Reade.

But Frac.tl’s study showed that less bombastic colors are also memorable, so long as the brand has used them clearly and consistently. Case in point: Crest toothpaste. As the chart here shows, while consumers might not recall the typeface or whether the letters are upper or lower case, the logo with the blue lettering and red “C” was top of mind.

Own a unique visual element

According to data from NielsenIQ, 90% of American households purchase vitamins and supplements, which has made the “super category” worth $13.5 billion. But so many brands vie for attention that even the top five brands have only a 25% market share. And so brand recognition is obviously critical—but why does Centrum’s logo have nearly double the recognition rate of Airborne (48% versus 26%)?

“Everyone knows that Centrum has a rainbow—they’ve got a lock on that,” Kirsch said. “Did [our test subjects] know where that rainbow goes or how it’s styled? Not really. But it’s close enough.”

Shapes are great—but keep them simple

Another feature that made a big difference in terms of consumer recall was a unique shape associated with the brand’s name—such as the rounded isosceles triangle (call it a guitar pick) belonging to cough and cold remedy Vicks. Nearly all respondents asked to draw the Vicks logo reproduced its signature grass green and most of them could conjure the shape as well. “Having that simple statement like the guitar pick performs much better than fancy illustrations that some of the brands have,” said Kirsch.

Tweak at your peril

Rite Aid is an exemplar for another maxim to emerge from Frac.tl’s research: Don’t mess around with your logo design unless you absolutely have to. In 2020, the pharmacy chain retired its seminal red and blue shield bearing its name that had been its badge since going public in 1966. Replacing it was a scaled down silhouette containing a pharmacist’s mortar and pestle along with a three-leafed sprig to symbolize natural remedies. 

But most subjects drew the old Rite Aid logo instead. “They had already done a great job establishing their old logo,” Kirsch said. “I don’t know that such a drastic [design] change was required.”

For (Re)Brands, It’s Back to the Future

Robert Klara

• @UpperEastRob
• [email protected]

Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.

Snap offers as much as $500,000 in base salary to top Snapchat talent. Here's pay data on US jobs in engineering, sales, and more.

• Snap is hiring in areas like sales, engineering, and product development.
• Business Insider analyzed public work-visa data to see how much Snap pays in the US for certain roles.
• The company has offered salaries starting at $45,282 and reaching $500,000 — and even $1.95 million for one job.

2024 could be a banner year for Snap. 

Snap reached 414 million daily active users last year, 10% more than in 2022, primarily due to increased engagement in programs like Spotlight and stories made by Snap Stars . 

The social-media platform's revenue growth was relatively flat. But 2024 could bring a rebound with a big boost in advertising spending; the World Advertising Research Center estimated the company's ad revenue would grow by 13.7% to $5.2 billion by the end of the year. Political ad dollars will be in free flow, thanks to the biggest global election year in history, which includes the US presidential election.

Despite laying off full-time staff earlier this year, Snap has open roles in areas including engineering, sales, and marketing. On April 12, Snap had globally listed 142 open positions on its jobs board, including 88 openings in US cities. 

The company had about 5,289 full-time employees at the end of 2023.

Business Insider analyzed work-visa disclosures released by the US Office of Foreign Labor Certification to see what the Snapchat parent pays for 229 different roles.

The public data shows how much the tech company offered foreign staffers it sought to hire in the US for jobs including product, marketing, research, and engineering roles.

According to the Department of Labor documentation, these are the base salaries companies declare in foreign-labor-certification applications that they'll pay for certain roles. The data doesn't include other forms of compensation like stock options and bonuses.

The data includes 1,050 Snap Inc. applications, from October 1, 2021, to December 31, 2023. Most of the jobs were based in Santa Monica, Seattle, Mountain View, Palo Alto, New York, or San Francisco.

Based on the data, Snap offered in late 2021 through the end of 2023 annual base salaries ranging from $45,282 to $1.95 million for various roles. The median salary range was $148,013 to $180,000, by Business Insider's analysis.

The $1.95 million salary appeared to be an anomaly, based on Business Insider's analysis. Other top talent within the company, including a product VP role included in the data as well as Snap's chief financial and business officers and head of engineering, have made as much as $500,000 in base salary, according to company filings.

In May 2022, the company said it was committed to paying all employees a livable wage that "contributes to healthy work-life integration and to the local economy in which we work." It offered a minimum of $15,000 in equity grants to new hires and said its baseline annual pay rate for employees at its Santa Monica headquarters is $70,000. 

Snap declined to comment on the public data.

The pay data is detailed below, broken down by job title and field.

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Many of Snap's applications included annual salary ranges rather than a single salary for a given role. For example, Snap included a pay rate of $97,760 and $140,000 a year for one software engineer position. We included these ranges below. In cases where Snap submitted multiple applications for a particular job, such as a level III software engineer, we included the lowest and highest salary for the role as well as the median range.

Data and research 

Salaries for data and research jobs at Snap included: 

• Applied Data Scientist (4) : $99,195 to $215,000; median range $127,088 to $167,500
• Applied Data Scientist (5) : $116,979 to $215,000
• Applied Research Scientist (3) : $110,032 to $155,000
• Applied Research Scientist (4) : $130,811 to $185,000; median range $152,391 to $175,000
• Applied Research Scientist (5) : $117,250 to $195,000; median range $117,250 to $195,000
• Data Analyst, Customer Operations : $67,205 to $112,200
• Data Engineer (4) : $118,373 to $190,000; median range $140,920 to $182,500
• Data Scientist (3) : $77,189 to $140,000; median range  $78,063 to $140,000
• Data Scientist (4) : $104,832 to $189,625; median range $120,848 to $170,000
• Data Scientist Manager (6) : $206,482 to $220,000
• Data Scientist, Product : $130,000
• Data Scientist, Product (3) : $74,984 to $160,000; median range $74,984 to $160,000
• Director, Data Science (8) : $206,482 to $350,000
• Engineering Data Scientist : $155,000
• Engineering Data Scientist (1) : $60,174 to $130,000
• Engineering Data Scientist (3) : $72,259 to $152,500; median range $113,090 to $146,250
• Engineering Data Scientist (4) : $112,112 to $183,535; median rate $123,968 to $170,865
• Forensic Data Scientist (4) : $104,832 to $165,000
• Group Analyst : $69,826 to $110,000; median rate $72,696 to $110,000
• Group Analyst (1) : $69,826 to $110,000
• Group Analyst Manager : $153,525 to $155,000
• Lead Data Scientist, People Analytics (5) : $143,978 to $167,700
• Lead Research Scientist (6) : $260,666 to $300,000
• Manager, Applied Research : $205,733 to $212,534; median range $205,733 to $212,534
• Product Data Scientist (3) : $81,099 to $150,500
• Product Data Scientist (4) : $127,088 to $160,000
• Product Data Scientist (5) : $143,978 to $202,800
• Research Scientist : $113,277 to $165,000
• Research Scientist (2) : $109,762 to $140,000
• Research Scientist (4) : $139,339 to $182,000; median range $153,813 to $180,000
• Research Scientist, Computational Imaging : $89,877 to $175,000
• Senior Data Scientist (5) : $116,979 to $249,938; median range $143,978 to $211,440
• Senior Research Scientist (5) : $178,859 to $215,000

Engineering and IT

Salaries for engineering and IT jobs at Snap included:

• Application Engineer (3) : $78,125 to $125,000
• Application Engineer (4) : $116,938 to $165,000
• Application Engineer, CRM Technology (4) : $160,000
• Application Engineer, Finance Technology (5) : $221,530 to $256,218
• Application Engineer, Finance Technology Level (4) : $192,941 to $205,000
• Applications Engineer (3) : $102,544 to $150,000; median range $122,672 to $150,000
• Applications Engineer (4) : $121,222 to $195,000; median range $144,726 to $181,047
• Applications Engineer (5) : $192,941 to $225,070
• AR Engineer : $121,160 to $175,850
• AR Engineer (3) : $79,914 to $150,000
• AR Engineer (4) : $124,987 to $176,990; median range $130,718 to $170,995
• Backend Engineer - AWS : $166,400
• Backend Software Engineer : $197,600
• Backend Software Engineer (4) : $155,418 to $195,000; median range $155,418 to $192,500
• Design Engineer (3) : $118,373 to $145,000
• Design Engineer (4) : $118,373 to $155,000
• Design Engineer, Snap Lab (4) : $118,373 to $155,000
• Electrical Engineer (4) : $122,699 to $170,000
• Electrical Engineer (5) : $135,075 to $205,000
• Engineering Manager : $212,243 to $235,500; median rate $212,243 to $230,250
• Engineering Manager (4) : $226,928 to $260,000
• Engineering Manager (6) : $184,080 to $280,000; median rate $228,426 to $255,000
• Engineering Manager (Demand Platform) : $160,971 to $219,300
• Engineering Program Manager (5) : $157,576 to $181,188; median rate $157,576 to $181,188
• Interactive Engineer (4) : $155,000
• IT Applications Engineer (4) : $111,176 to $165,000; median range $134,327 to $162,500
• IT Corp Services (3) : $70,075 to $95,000
• Machine Learning Engineer : $177,630 to $245,000
• Machine Learning Engineer (3) : $75,462 to $170,000; median range $75,462 to $150,000
• Machine Learning Engineer (4) : $118,373 to $220,000; median range $155,746 to $190,000
• Machine Learning Engineer (5) : $139,818 to $256,741; median range $183,310 to $230,760
• Machine Learning Engineer (6) : $145,454 to $301,633; median range $192,941 to $260,000
• Machine Learning Engineer (Research) : $185,000
• Machine Learning Engineer, Augmented Reality (5) : $184,080 to $210,000
• Machine Learning Infrastructure Engineer, Perception (3) : $97,760 to $150,000
• Manager, Application Engineering : $117,000 to $207,971
• Manager, CRM Technology (6) : $217,755 to $239,000
• Manager, Machine Learning Engineer (5) : $184,163 to $221,540
• Manager, Machine Learning Engineering : $219,450
• Manager, Machine Learning Engineering (6) : $266,926 to $292,860
• Manager, Partner Engineer (6) : $212,243 to $258,100
• Manager, Partner Engineering : $240,000
• Manager, Partner Engineering (5) : $172,536 to $208,978
• Manager, Quality Engineering : $207,000
• Manager, Quality Engineering (5) : $164,050 to $193,200
• Manager, Quality Engineering (6) : $204,506 to $249,100
• Manager, Security Engineering (5) : $147,410 to $252,720; median range $205,733 to $243,000
• Manager, Security Engineering (6) : $217,755 to $289,224
• Manager, Software Engineer (6) : $192,941 to $255,000; median range $209,935 to $250,688
• Manager, Software Engineering : $184,163 to $269,343; median range $211,141 to $236,950
• Manager, Software Engineering (5) : $184,080 to $246,263; median range $189,488 to $234,000
• Manager, Software Engineering (6) : $160,826 to $290,000; median range $195,281 to $250,000
• Network Engineer (4) : $155,000
• Network Engineer (5) : $176,616 to $225,000
• Offensive Security Engineer (2) : $89,835 to $153,000; median range $89,835 to $140,000
• Offensive Security Engineer (3) : $89,835 to $140,000
• Oracle Systems Administrator (4) : $95,472 to $160,000
• Partner Engineer (5) : $210,704 to $260,325
• Privacy Engineer (4) : $124,987 to $203,675; median range $150,137 to $176,375
• Privacy Software Engineer (3) : $75,462 to $140,000
• Product Design Engineer (6) : $126,464 to $239,200
• Quality Assurance Engineer (4) : $85,987 to $164,800; median range $125,394 to $149,350
• Quality Engineer : $140,000
• Quality Engineer (3) : $45,282 to $135,500; median range $50,315 to $134,700
• Quality Engineer (4) : $89,835 to $177,375; median range $124,301 to $165,000
• Quality Engineer (5) : $138,050 to $200,000
• Security Engineer : $149,136 to $186,665
• Security Engineer (3) : $75,462 to $169,120; median range $89,835 to $153,000
• Security Engineer (4) : $118,373 to $211,248; median range $137,840 to $193,010
• Security Engineer (5) : $147,410 to $268,402; median range $147,410 to $230,000
• Senior Engineering Manager : $184,080 to $290,000
• Senior Manager, Software Engineer (7) : $211,141 to $330,000; median range $239,034 to $321,095
• Senior Manager, Software Engineering : $204,506 to $280,000; median range $242,253 to $260,000
• Senior Manager, Software Engineering (7) : $212,243 to $290,000
• Software Engineer : $97,760 to $185,000; median range $146,328 to $178,688
• Software Engineer - iOS Development (Discover & Stories) : $195,700
• Software Engineer (3) : $65,707 to $169,950; median range $104,291 to $145,000
• Software Engineer (4) : $109,138 to $1,950,000; median range $149,136 to $178,028
• Software Engineer (5) : $139,818 to $268,000; median range $184,080 to $225,000
• Software Engineer (6) : $132,683 to $292,977; median range $182,312 to $271,130
• Software Engineer (Ads Delivery Infrastructure) : $190,000
• Software Engineer (Android) : $140,000
• Software Engineer (Anti-Abuse) : $170,000 to $180,000; median range $170,000 to $180,000
• Software Engineer (Camera Platform) : $195,700
• Software Engineer (Discover Experience) : $170,000
• Software Engineer (Full Stack) : $144,200 to $169,950; median $167,000
• Software Engineer (Games Platform) : $190,000 to $195,700; median $192,850
• Software Engineer (Infrastructure) : $216,300
• Software Engineer (Lens Studio) : $195,000
• Software Engineer (Machine Learning) : $190,000 to $220,500; median $205,250
• Software Engineer (Maps & Local) : $174,900
• Software Engineer (Maps Client) : $140,000
• Software Engineer (Memories) : $144,200
• Software Engineer (Messaging) : $140,000
• Software Engineer (Observability Infrastructure) : $206,000
• Software Engineer (Performance Tools) : $170,775
• Software Engineer (Product Catalog Services) : $140,000
• Software Engineer (Test Platform) : $160,000
• Software Engineer In Test (4) : $118,373 to $170,000
• Software Engineer, Android (4) : $144,726 to $185,000; median range $151,102 to $182,500
• Software Engineer, Android (5) : $184,080 to $220,000
• Software Engineer, Android (6) : $167,710 to $245,000; median range $167,710 to $245,000
• Software Engineer, Augmented Reality (4) : $157,477 to $170,000
• Software Engineer, Backend : $140,920 to $180,000
• Software Engineer, Backend (3) : $97,760 to $150,000; median range $104,291 to $145,000
• Software Engineer, Backend (4) : $118,373 to $185,000; median range $140,920 to $175,000
• Software Engineer, Backend (5) : $184,080 to $220,000; median range $184,080 to $217,500
• Software Engineer, Front End (4) : $157,477 to $170,000
• Software Engineer, Graphics : $150,000
• Software Engineer, Machine Learning (4) : $121,160 to $175,000
• Software Engineer, Manager : $212,243 to $223,080
• Software Engineering Manager : $212,243 to $225,000
• Solutions Engineer : $210,704 to $245,000
• Solutions Engineer (5) : $115,648 to $245,000; median range $120,869 to $245,000
• Systems Engineer (4) : $170,914 to $174,500
• Technical Product Manager, CRM Technology : $198,672
• Technical Program Manager (3) : $80,662 to $120,000
• Technical Program Manager (4) : $95,347 to $175,000; median range $97,178 to $172,500
• Technical Program Manager (5) : $118,310 to $220,000; median range $161,564 to $193,310
• Technical Program Manager (6) : $104,749 to $247,508; median range $157,727 to $233,754
• Technical Program Manager, Ad Platform (5) : $185,099 to $210,000
• Technical Program Manager, Generative ML (4) : $99,466 to $180,000
• Video Engineer (4) : $97,594 to $175,000
• Wireless Network Engineer (3) : $97,261 to $138,185; median range $97,261 to $133,365

Marketing and sales

Salaries for advertising, marketing, and sales jobs at Snap included: 

• Account Executive : $98,275 to $123,052; median range $104,138 to $123,052
• Account Executive (4) : $119,604 to $125,751; median range $119,604 to $122,750
• Account Manager (3) : $72,925 to $100,000; median range $72,925 to $100,000
• Ad Product Quality Analyst (1) : $72,696 to $79,997
• Agency Partner (5) : $159,058 to $173,100
• Content Specialist (4) : $95,347 to $125,000
• Creative Strategy Lead (4) : $141,128 to $150,000
• Group Product Marketing Manager (7) : $285,334 to $295,000
• Growth Manager (4) : $125,486 to $165,000
• Head of Content Design : $111,738 to $245,000
• Manager, Account Management : $140,000 to $196,934; median range $159,245 to $160,000
• Manager, Account Management (6) : $155,929 to $170,000
• Manager, Global Partnerships : $165,000
• Manager, Sales Operations (6) : $196,498 to $225,000
• Marketing Manager, AR/Camera : $160,638 to $170,000
• Marketing Science Lead (3) : $118,936 to $134,375
• Marketing Science Lead (4) : $135,782 to $200,000; median range $139,110 to $197,500
• Marketing Science Lead (6) : $109,928 to $240,000
• Marketing Science Partner (3) : $69,826 to $150,000; median range $79,831 to $137,500
• Product Marketing Manager (2) : $76,972 to $86,000
• Product Marketing Manager (5) : $141,346 to $180,000
• Sales Operations Lead (5) : $117,146 to $165,000
• Senior Account Executive (5) : $125,362 to $149,000

Product and design

Salaries for product and design roles at Snap included:

• 3D Designer : $144,200
• Creative, Design (3) : $105,997 to $120,000
• AR Designer, R&D (4) : $136,906 to $180,000
• AR Designer, VFX (4) : $106,288 to $134,500
• Group Interface Design Manager : $177,549 to $218,500
• Group Product Manager (6) : $119,475 to $260,000; median rate $141,638 to $242,500
• Interface Designer (2) : $150,000
• Interface Designer (4) : $170,500
• IT Applications Product Manager (4) : $205,000
• IT Product Manager, Finance Technology (4) : $104,333 to $200,000; median range $104,333 to $200,000
• Manager, Lens Design : $177,507
• Product Design Engineering Program Manager (3) : $89,835 to $135,000
• Product Design Engineering Program Manager (4) : $80,205 to $155,250; median range $87,776 to $155,250
• Product Designer (2) : $52,042 to $130,000
• Product Designer (4) : $68,058 to $162,110; median range $81,422 to $162,110
• Product Manager (3) : $99,466 to $203,341; median range $115,066 to $194,500
• Product Manager (4) : $89,835 to $211,723; median range $114,400 to $195,000
• Product Manager (5) : $109,595 to $254,000; median range $121,753 to $230,200
• Product Manager, CRM Technology (5) : $130,749 to $243,204
• Product Manager, Finance Technology (4) : $172,557 to $205,000
• Product Manager, Lens Studio (4) : $206,700
• Product Manager, Snap Map (5) : $128,960 to $241,070
• Studio Designer (3) : $74,818 to $139,750; median range  $75,317 to $137,125
• SVP, Product : $208,000 to $500,000
• Technical Animator (3) : $74,818 to $142,000
• Technical Artist : $81,515 to $130,000
• UI/UX Designer (3) : $110,365 to $150,000

Salaries for other jobs at Snap, such as in finance and human resources, included:

• Analyst Manager (6) : $153,525 to $155,000
• Financial Analyst (3) : $89,003 to $115,000
• HR Manager : $174,781 to $175,000
• HRIS Reporting (3) : $143,978 to $156,000
• Integration Manager : $76,856 to $80,000
• Metrics Assurance Senior, Risk Advisory Partners (4) : $117,499 to $129,000
• Senior Accountant : $97,850 to $110,240; median range $99,750 to $110,240
• Senior Corporate Finance Analyst : $96,533 to $135,000; median range $106,954 to $131,000
• Senior Corporate Finance Analyst Manager : $122,866 to $127,000
• Senior Program Manager, Strategic Initiatives (5) : $140,442 to $165,000
• Tax Manager : $101,650 to $140,000
• Trust and Safety Enablement Lead : $125,486 to $150,000

This story has been updated with the latest available data. Dan Whateley contributed to an earlier version. 

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A COMPARISON OF PHYSICAL AND DIGITAL MARKETING IN COFFEE SHOPS

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Physical and digital marketing have always been important to businesses, especially small business coffee shops. These kinds of marketing would include things such as social media, flyers, billboards, an advertisement on the radio, etc. As most people know, marketing can be expensive and, in most cases, it gets overlooked. Marketing is one of the “big rocks” of business and it is necessary to do if you want to be known by all the town. As modern-day technology is becoming more important each year, social media has been one of the most popular forms of digital marketing. This paper highlights the differences between the two types and weighs the benefits of both physical and digital marketing.

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Rylee Canan, Indiana University East Student

Rylee Canan is from Bradford, Ohio, and plans to graduate in spring of 2025 with a Bachelor’s degree in Business Administration as well as a minor in Marketing

Arruda, W. (2023, April 18). Why personal branding is a game changer for professional services firms. Forbes. https://www.forbes.com/sites/williamarruda/2023/04/18 why-personal-branding-is-a-game-changer-for-professional-services- firms/?sh=7f4bf4123809

Barone, A. (2023, April 22). Digital marketing overview: Types, challenges, and required

skills. Investopedia. Retrieved April 24, 2023 from https://www.investopedia . com/ terms/d/digital-marketing.asp

Coffee shop marketing plan. (2022, July 15). Revel Systems. https://blog.revelsystems.com/ coffee-shop-marketing plan/#:~:text=8%20Coffee%20Marketing%20Strategies%20 1% 201.Make%20Your%20Coffee,Reviews%20...%208%208.Coffee%20Market%20 Loyalty%20Programs%20.

Dencheva, V. (2023, January 6). Social media platforms used by marketers. Statista. https:// www.statista.com/statistics/259379/social-media-platforms-used-by-marketers- worldwide/ ERM. (2020, November 6).

Costs comparison - digital marketing vs traditional marketing. ERM. Retrieved May 1, 2023, from https://tryerm.com/costs-comparison-digital-marketing-vs-traditional- marketing/

Hmurovic, J., Lamberton, C., & Goldsmith, K. (2022). Examining the efficacy of time scarcity marketing promotions in online retail. Journal of Marketing Research, 60(2), 299–328. https://doi.org/10.1177/00222437221118856

Shepherd, M. (n.d.). Small-business marketing statistics and trends. NerdWallet.

Retrieved from https://www.fundera.com/resources/small-business-marketing- statistics#:~:text=Overview%3A%20Small%20Business%20Marketing%20 Statistics%20%26%20Trends%201,before%20heading%20to%20a%20particular%20 website.%20More%20items

Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Aline Pradita, K. (2020). Managing digital marketing communication of coffee shop using Instagram. International Journal of Interactive Mobile Technologies (IJIM), 14(05), 108. https://doi.org/10.3991/ ijim.v14i05.13351

Statista. (2023, January 6). Digital vs. traditional marketing budget changes according to U.S. CMOS 2022. Statista. https://www.statista.com/statistics/693449/digital-vs- traditional-marketing-budget-change-according-to-cmos-usa/

Statista. (2023, January 6). Social media platforms used by marketers 2022. https://www. statista.com/statistics/259379/social-media-platforms-used-by-marketers- worldwide/

Todor, R. (2016, July 1). Blending traditional and digital marketing. Semantic Scholar. https:// www.semanticscholar.org/paper/Blending-traditional-and-digital-marketing-Todor/4 0d7152632becb34d376c036e66ab0ba6dff7a1f

Ubert, G. (2004). Seven steps to success: A common-sense guide to succeed in specialty coffee. 1st Books Library.

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Reimagining Design with Nature: ecological urbanism in Moscow

• Reflective Essay
• Published: 10 September 2019
• Volume 1 , pages 233–247, ( 2019 )

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• Brian Mark Evans   ORCID: orcid.org/0000-0003-1420-1682 1  

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The twenty-first century is the era when populations of cities will exceed rural communities for the first time in human history. The population growth of cities in many countries, including those in transition from planned to market economies, is putting considerable strain on ecological and natural resources. This paper examines four central issues: (a) the challenges and opportunities presented through working in jurisdictions where there are no official or established methods in place to guide regional, ecological and landscape planning and design; (b) the experience of the author’s practice—Gillespies LLP—in addressing these challenges using techniques and methods inspired by McHarg in Design with Nature in the Russian Federation in the first decade of the twenty-first century; (c) the augmentation of methods derived from Design with Nature in reference to innovations in technology since its publication and the contribution that the art of landscape painters can make to landscape analysis and interpretation; and (d) the application of this experience to the international competition and colloquium for the expansion of Moscow. The text concludes with a comment on how the application of this learning and methodological development to landscape and ecological planning and design was judged to be a central tenant of the winning design. Finally, a concluding section reflects on lessons learned and conclusions drawn.

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The landscape team from Gillespies Glasgow Studio (Steve Nelson, Graeme Pert, Joanne Walker, Rory Wilson and Chris Swan) led by the author and all our collaborators in the Capital Cities Planning Group.

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Mackintosh School of Architecture, The Glasgow School of Art, 167 Renfrew Street, Glasgow, G3 6BY, UK

Brian Mark Evans

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Evans, B.M. Reimagining Design with Nature: ecological urbanism in Moscow. Socio Ecol Pract Res 1 , 233–247 (2019). https://doi.org/10.1007/s42532-019-00031-5

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Received : 17 March 2019

Accepted : 13 August 2019

Published : 10 September 2019

Issue Date : October 2019

DOI : https://doi.org/10.1007/s42532-019-00031-5

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