How Does Your Brand Look? Two-Fifths of Americans Don't Trust Companies with Logos They Don't Like, New Research Reveals: A Third Of Respondents Said They Wouldn't Buy or Use Something From a Company Whose Logo They Didn't Like

August 3, 2012

How Does Your Brand Look? Two-Fifths of Americans Don't Trust Companies with Logos They Don't Like, New Research Reveals: A Third Of Respondents Said They Wouldn't Buy or Use Something From a Company Whose Logo They Didn't Like

It would appear that companies should be more concerned about their physical branding, as a new survey has revealed that more than two-fifths of Americans don't trust companies whose logos they don't like the look of. The research, conducted by TheLogoCompany, polled a total of 2,196 people from across the U.S. as part of research into brands and marketing. Respondents were initially asked what they thought about companies and brands whose logos they didn't like, to which 41% said that they didn't trust them. They were then asked if a company's logo made a difference to whether they bought or used anything provided by them, to which 32% of those polled said that they wouldn't buy or use anything from a company or brand whose logo they didn't like. When asked why they wouldn't trust a company whose logo they didn't like, 63% said it was because it made the brand look "cheap" if it had a badly designed logo. Those polled were then asked to state the main reason they chose a new brand of product, to which the majority (59%) said it was the packaging, while 38% said it was the logo. When asked what they thought made a good logo, 44% of people said they liked it to look "simple," while 41% thought "color" was more important. "We weren't all that surprised to find out that people might be put off by a bad logo, as we've seen quite a lot of shockers in our time here at TheLogoCompany. However, to find out that some people wouldn't buy from or use a brand purely down to a poorly designed logo was quite interesting to see," said Kevin Booth, operations director at TheLogoCompany.net, in a news release.

"At TheLogoCompany.net, we've designed all sorts of logos for businesses around the world, so we like to think we can spot a bad logo when we see one! If you are looking for a new logo, or if you're looking to have your logo re-designed, then we can help," said Booth.

Comments

Logo Study: Should We Believe It?

Submitted by Toni Antonetti (not verified) on August 3, 2012 - 6:18am.

I can't believe you would publish this release from a logo company that did its own study only to find - SHOCKER- that consumers look dimly on companies with logos they don't like.

If TheLogoCompany had commissioned an independent research firm to do the study, the information would be credible. But it's this kind of self-serving stuff that gives PR a bad name.

"the logo company"

Submitted by Anonymous (not verified) on August 3, 2012 - 7:34am.

I went through their designs and did not recognize a single brand. Maybe someone needs to do a "study" on that ;-)

I looked at my brand, found it wanting

Submitted by Anonymous (not verified) on August 3, 2012 - 9:56pm.

Lately I've been checking out some possible new employment opportunities and the experts who coach job seekers say I have to think of myself as a brand.

Thanks to this insightful piece of research by thelogocompany.net, I now realize why 41% of the people I meet don't trust me, 32% won't have anything to do with me and 63% think I look "cheap". This eye-opener may account for why I'm bagging groceries for $9.25 an hour.

Clearly I need a new logo, a new package, a new brand identity. Apparently I can get all of that, plus 5 designers, and unlimited revisions from thelogocompany.net for $149.00!, which 37% do not think is cheap, I being one of them. That's almost 3 days of bagging groceries! On the plus side, this outfit produced some incredible logos for bloopio, the Florida Cabinet Outfit, and Bear Diddle Baskets. I love those logos and would buy or use anything those companies are selling as long as it has one of those logos on it!

Since data never lies, we know that 66% go for logos that have a little complexity, and 59% prefer their logos without color. So I'm going to go for one that looks like A-1 Excavating's (Big or Small, We Dig it All). It’s black and has a giant mechanical shovel looming over the company name. I'm going to bet the jockey and go for it! And another great thing about thelogocompany.net. They’re fast! By the time I bag enough groceries to pay for my logo, it will be ready! I can't imagine what kind of bad logo A-1 had before thelogocompany.net dedicated 5 designers, unlimited revisions, a couple of days, and $149.00 to the task!