Uncover the communicative strength of your new logo.

When introducing a completely new logo or an update of a product or brand logo, it is critical to understand what the logo communicates to consumers. Does it communicate the desired brand values? Do consumers still easily recognize the brand and product? Is the new logo an improvement compared to the current logo? These questions can all be answered by SIGN©.

Outline

MetrixLab's SIGN© is set up to evaluate a new logo or changes in a current logo. This evaluation is done through a monadic setup: One group of consumers evaluates the current logo in detail; another group of consumers evaluates the new logo. The questionnaire for both groups is exactly the same, with the exception of the logo shown. By keeping the background variables of both consumer groups similar, differences in outcome between the two groups can directly be attributed to the different logos. With this setup, we benchmark the results of the new logo against the current one, providing clear insights into the level of improvement of the new logo.

 

Methodology and setup

The study consists of the following tasks and assignments for consumers to complete:

1. Tachistoscope - Identification: we show the logo for a very short time and ask consumers what they have seen (color, brand, shapes). Is the brand easily (and more quickly) recognized when showing the new logo? Aside from the current logo included in the study that serves as a benchmark, we also have an extensive benchmark for brand-identification of other logos available, allowing us to compare the results and put the findings in perspective with many other logos tested. In the analysis, we also pay special attention to misidentifications.
2. Shelf impact - Identification: "Virtual" shelves are built to show the logo of a product in its competitive field. We ask respondents to pick the product with the logo they have seen in the previous exercise as fast as possible. We measure which one is picked (% of right product chosen) and the time needed to do this. Is the product with the new logo recognized better and faster than the one with the current logo?
3. Key Performance Indicators - We now explicitly confront the respondents with the logo, allowing them to have a good look at it. Then, in order to measure the attractiveness of the logo, we ask them questions on a set of Key Performance Indicators like appeal, fit with brand and purchase intent. Again, we compare the results of the new logo with the current logo as well as with the benchmark available.
4. Communicative values - We measure the communicative values with another creative method: the card test. With the help of a set of statements drawn from the main company/brand values, the logo is judged. These statements appear on cards, and consumers are asked to drag these cards to one of five fields indicating the level to which they agree the logo fits this value. This exercise allows us to check whether the new logo communicates the brand values better than the current logo.
5. Paired comparison - The logo the respondents haven't seen yet (either the new one or current one, depending on the monadic cell to which they have been assigned) is introduced. At this point in the questionnaire, consumers view both the new and current logo. To measure whether the new logo fits better with the brand values than the current logo, we have consumers compare them directly. For each brand value, we ask them which logo fits best on a 7-point scale.
6. Forced preference - At the end, we show both the current and new logos together once more and ask consumers which one they prefer and why.

The outcomes of all six tasks are analyzed in combination, providing our clients with clear results and recommendations as to whether or not the new logo is an improvement and could be introduced or whether (and if so, which) additional modifications need to be made.

Your benefits

SIGN© is simply a quick and efficient way to evaluate the performance of your new or updated product or brand logo before introduction. MetrixLab offers you

• an in-depth six-step comparative study on your current and new logo among consumers.
• identification of the logo on the shelf, simulating the real-life consumer in-store situation.
• results that are put in the context of the current logo and extensive benchmarking data available, to provide solid recommendations on the performance of the new logo.

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