Questions it can answer
- What logo style is working?
- Does this logo represent our brand?
- What logo do people prefer?
What is a logo test survey?
Logo test surveys explore people's opinions of your logo concepts to ensure it portrays the message you intend. These surveys are typically run during the logo development period to gather feedback on concept logos.
Depending on the number of questions you have for each logo concept you may be able to compare multiple logos in the same survey, however, keep to a maximum of 3 for the most reliable responses. If you have several questions and want to explore logo concepts in-depth it’s worth running multiple surveys, all that use the same questions but focus on different logo concepts.
Related guide: For running side-by-side comparisons, see our preference testing guide.
Do it faster with a Claude skill: Survey designer. Builds a first draft of this study in Claude that you can edit before you send it.
The questions in this template
These are the questions in the Great Question logo test survey template. Replace the text in angle brackets with your own.
Take a look at the logo below, then we have a few questions for you about it. <insert logo image link> What comes to mind when you see this logo?
Short Text
How would you describe your feelings towards the logo?
Single Select
- Love it
- Like it
- No strong feeling
- Don't like it
- Hate it
Which of the following words would you associate with the logo?
Multi Select
- Brand value 1
- Brand value 2
- Brand value 3
- None of these words
What would you imagine a company with this logo does?
Short Text
How unique is the logo?
Linear Scale
- Extremely unique
- Very unique
- Moderately unique
- Slightly unique
- Not at all unique
What do you dislike about the logo?
Long Text
What would you change about the logo?
Long Text
Advantages
- Get feedback early before you spend money putting your logo everywhere
- Helps set direction in a way that’s user focused and not stakeholder focused
- Simple to setup and analyze results
Limitations
- Focuses exclusively on the opinions of participants which may be skewed
- Time consuming to get the data and analyze results
- Highly subjective subject matter
Frequently asked questions
What questions should I ask in a logo test?
What comes to mind when people see the logo, how they feel about it, which words they associate with it, what they imagine the company does, how unique it is, and what they dislike or would change. This template asks those seven.
How do I test more than one logo?
The template covers one logo. For two or three concepts, run the same questions for each, with separate groups of people or in a randomised order, so the first logo doesn't set the bar for the rest. The guidance above suggests no more than three in one survey.
Should I trust "love it" alone?
No. A favourite isn't always the logo that communicates what you intend. Weigh the words people associate with it and what they think the company does alongside how they feel about it.