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Why Research is Essential for Great Logo Design

Posted by Lisa Smith on Nov 14, 2016 11:00:00 AM



Where would you go if (or when) the Zombie Apocalypse begins? Have you researched where the safest places would be? Examined the best materials and self-defense mechanisms? Studied the movements and different forms of zombies?


Well, just like research could be the key to surviving the Zombie Apocalypse, it’s also an essential key in planning a new logo for your business. Developing a great logo design takes time, research skills, and — of course — a great graphic designer on your team. It’s also important to know how it works with helping to brand your company.

So, we’ve collected some details about what what makes a great logo, along with some tips for logo design research — and the reasons why research is essential. (Disclaimer: No Zombie survival tips are featured in this blog.)


  • Logos create a distinct identity

Your logo is the face of your company. It’s the most recognizeable individual element that will be associated with your brand. It creates differentiation and familiarity, and can be vitally important to your company’s success.


  • Stellar logos build trust

Logos that resemble another give off the impression that the company is nothing more than an imitation brand looking to make a quick buck. A unique and well thought out logo will build trust with your customer base.


  • Effective logos are memorable

What makes a logo unforgettable?  A simple color scheme, consistency with your brand message and values, and design that is developed with your target audience in mind.


  • Simple logos are better

Simplicity offers easier recognition, allowing for better brand recall for your company


  • Great logos are versatile and timeless

A great logo should be designed to be used across multiple marketing channels and should be able to stand the test of time. This helps build a brand image that will be recognized and consistently associated with your brand over the course of many years, often even decades.


Researching for a New Logo

Before you get the design process started, it’s important to do your homework in order to provide your designers with the information and research they’ll need to make that new logo work for you.


So where do you start?


1. Look at your line of work

What is the history of your product or service? What does your product or service involve? Are there certain details about your company that are unique to the industry?  


2. Look at the market leaders and the competition

Understanding who the market leaders are in your industry (even if you are one) is crucial for great logo design. Determining the market leaders and looking at their logos allows for two things in the design process. It gives your designer an idea of what the target audience is already familiar with — and it allows development of a logo that is completely different from anyone else’s so you can avoid confusion between brands.


3. Utilize databases

Researching company logos through databases such as Logopond, LogoLounge, or Logo Of The Day can provide examples of companies in your industry and how they’ve branded themselves. Just be sure not to let those concepts influences you too much. Remember to research, not mimic.


4. Consider doing some field research

Once your designer has presented you with some initial logo concepts, you may want to include doing some field research with your target audience. If you are planning to do this, make sure that your designer knows that this will be part of the logo development process and that there may be additional changes or concepts needed based on the responses from your target audience.


Field research can be conducted by issuing questionnaires or by conducting focus groups (if you have the budget). Both are great ways to see how your target audience views your proposed logo designs.


  • For questionnaires, using a mixture of closed and open-ended questions can give real insight into how consumers view your branding. Distribute questionnaires only to those who are in your target audience, as they are the ones who matter most to your business.
  • Focus groups are even better for truly understanding people’s opinions and feelings about your logo. Using this discussion-based method allows for greater insights into why certain logos are more effective. Keep your questions relevant and concise, and focus on improvement. But beware – focus group participation is harder to get without proper incentive.


Designing the perfect logo for your company is a process that will take time, talent, resources, and patience. But in the end, it can make your company more memorable, distinctive, and can help in building customers — and trust and loyalty amound those customers.


So, remember that when planning for a new logo (or apocalyptic occurances ), do your research in order survive — and succeed — in the marketplace.


Corporate Brand Identity Checklist

Topics: branding strategy, graphic design, logos, creating a logo