Checklist
What to measure in a logo test
A checklist of the seven things worth measuring when you test a logo with real people: recall after a short view, what the logo says about the company, fit with your brand words, distinctiveness, unwanted meanings, legibility at small sizes and, last, liking. It is for founders and brand teams choosing between logo candidates. Koji can show each logo in a timed first look and ask follow-up questions about what people saw.
Where this appears
What's in this checklist
- Recall: can people describe the logo after a five second view?
- Communication: what kind of company do they think this is?
- Fit: which of your brand words do people pick for it?
- Distinctiveness: is it mistaken for a competitor?
- Unwanted meanings in other languages, cultures or groups
- Legibility at small sizes, like an app icon or favicon
- Liking, asked last and weighted least
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<a href="https://www.koji.so/visuals/logo-test-what-to-measure-checklist"><img src="https://www.koji.so/visuals/logo-test-what-to-measure-checklist/logo-test-what-to-measure-checklist.png" alt="Checklist of what to measure in a logo test, from recall after a short view to unwanted associations and legibility at small sizes" width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/logo-test-what-to-measure-checklist">What to measure in a logo test</a>, Koji</p>
