Logo testing: what you’ll learn — and what to do with it
Logo testing shows whether people recognize your logo, what they think it means (associations), and whether they can distinguish it from competitors. By combining quantitative measurement with qualitative explanations, you’ll learn not only “which logo wins”, but why — and you’ll get recommendations on how to refine the chosen option so it fits both the brand and the target audience better.
Quick summary:
- make a decision between multiple logo options based on data, not gut feel
- recognition and memorability in the target audience
- associations: what the logo communicates (modern, trustworthy, cheap…?)
- clarity and legibility (including small sizes / online)
- differentiation vs competitors via benchmarks
- concrete adjustment directions for your design team
- option to extend with neuromarketing techniques
- continuity with brand perception and brand awareness measurement
What logo testing helps you find out
- Pick a clear winner among multiple options — based on measurable preferences and reasons, not internal opinions.
- Understand what the logo “says” to people (associations and meaning) — whether it supports your positioning, or creates unwanted interpretations.
- Verify recognition and differentiation vs competitors through comparison and benchmarks.
- Detect weak spots (legibility, memorability, “confusability”) before the market does — cheaper than fixing a rebrand after launch.
- Get actionable input for the design team — what to adjust so the logo fits the audience and the brand better (shapes, symbolism, colors, typography).
- Connect the result to broader brand work — if you’re working on brand strategy, this naturally links to brand perception & brand evaluation research and brand awareness measurement.
When it makes sense — and who it’s for
When it makes sense:
We recommend logo testing whenever your logo is meant to carry your brand for years — when creating a new logo, rebranding, choosing between variants, or when you feel your current logo isn’t doing what it should.
Who it’s for (roles and teams):
-
marketing / brand teams (positioning, consistency, differentiation)
-
product teams (for digital products this often connects to user testing / UX testing
-
UX/UI and design (clear inputs for refinements)
-
leadership (faster decisions, lower risk of a “wrong choice”)
What you’ll get
- A clear report — results by target segments + interpretation (“what it means for the brand”)
- Variant comparison / a clear recommendation (which version wins and why; when it makes sense to refine further)
- Association map (meanings and emotions the logo triggers — what it strengthens and what it weakens)
- Benchmark / competitor context (where you’re confusable vs where you stand out)
- Design-team inputs — specific recommendations (direction, priorities, risks)
- Optional follow-up — if you’re solving broader brand questions, adding quantitative research can be a strong next step
How we set up logo testing at NMS
We tailor the setup to your situation: choosing between variants, refining details, or validating an existing logo. The core is a larger-sample quantitative test and, when useful, we add a qualitative layer so you understand the “why” behind the numbers.
Where it adds value, we can also use our own techniques including neuromarketing approaches and benchmarks to compare logo perception in competitive context.
Why NMS for logo testing
We’re a research agency with 20+ years of experience, active in multiple countries. We follow professional standards and are members of industry organizations (e.g., ESOMAR, SIMAR, and others).
Our brand-testing experience across sectors also connects naturally to broader brand topics — typically brand perception & brand evaluation or brand awareness — so you don’t end up with just “like/dislike”, but also the impact on brand positioning.
Questions & answers
What’s the difference between Van Westendorp and Gabor-Granger?
Van Westendorp helps identify price thresholds (perceived price fairness). Gabor-Granger tests acceptance of specific price points and purchase likelihood.
When does logo testing make the most sense?
When creating a new logo, rebranding, choosing between multiple concepts — and also when you feel your current logo is too similar to others or “doesn’t communicate” what you need.
How many people do you need in the test for it to be meaningful?
It depends on the target group and the goal (choosing a winner vs deep diagnostics). We set it up so the output is decision-ready and statistically sound.
Will I get only numbers, or also an explanation of why?
Not just numbers. You’ll get interpretation and recommendations — what the results mean and what to adjust so the logo performs better.
Can you compare the logo to competitors?
Yes — where it makes sense, we use benchmarks and competitor-context comparisons.
What outputs will I get for the design team?
Clear conclusions, an association map, variant comparison, and specific recommendations (priorities and risks).
Can the test be extended with neuromarketing?
Yes — we use our own techniques including neuromarketing solutions when it’s beneficial for the brief.
What should logo testing connect to if I’m working on the brand more broadly?
Typically to brand perception & brand evaluation and brand awareness.
