You Like Your Logo, but Do Your Consumers?

*/ /*--> */ Making the most of consumer research, through everything from facial recognition to a media psychology lab, is on the agenda at the Ad Age Next Conference on Nov. 14 and 15. Come hear what brands found out and what you can learn too. Marketers have spent many millions over the decades to conceive, design, update and reimagine their logos. It makes sense, given how consistently consumers see a logo—even as ad campaigns come and go. But what happens if the best minds in design—or their clients, who make the final call—display a different sensibility than consumers? In custom online research for Ad Age, Morning Consult asked 1,296 brand experts and 2,201 consumers who don't work in marketing what they think of the best-known logos today. They found some predictable agreements—and a few surprising divides. Coca-Cola, Apple, Target and McDonald's logos all ranked very high among both brand professionals and consumers, for example. But consumers love the Gerber baby, not a top 10 pick among branding pros. And marketers like the Twitter bird a lot more than the general population—"childish," one consumer calls it.

You Like Your Logo, but Do Your Consumers?

Featured Stories