Which Logo Styles Elicit the Greatest Consumer Confidence? [Research Presentation and Visuals]

In a recent study, over 1000 adults in the US were surveyed on their trust in various logo styles across six different industries. The results offer valuable insights for brands looking to create a trustworthy and effective logo.

The study found that there is no one-size-fits-all solution when it comes to logo design. Brands need to test their brand collateral to see what their target audience prefers.

In the financial services industry, the least trusted logo style was the horizontal style. On the other hand, the most popular logo color for this sector was green.

In the news/media industry, the most popular logo style was filled, followed by text dominant. The most popular color scheme for news/media logos was red and black. Interestingly, the color scheme of the filled logo somewhat resembles popular American news channels that tend to have an older viewership.

In the education sector, the most trustworthy logo style was the icon dominant style, with the book symbol being associated with familiarity and trustworthiness due to its resemblance to other education brands like Scholastic. The most popular color scheme for education logos was black and blue.

In the tech industry, the most trusted tech logo style was text dominant, while the least trusted logo style was icon-only. The most popular color scheme for tech logos was grey and yellow.

In the law firm industry, the most trusted logo style was filled, with 48% of respondents favouring this style. The least trusted logo style was icon-only, with only 13% of respondents preferring this style. The most popular color scheme for law firm logos was blue and grey.

In the retail jewelry brand sector, the most popular logo style was the horizontal logo with a supporting icon, with the most popular descriptive words being "modern", "fun", and "innovative". The color scheme of the filled logo was grey and purple.

The study suggests that consumers may be looking for jewelry brands that set themselves apart from the giants and have modern values. It also suggests that consumers may be more likely to trust typically "less trusted" industries if they are clear about who they are and what they do.

When it comes to picking a color scheme for a logo, looking at other brand color schemes in the same industry may be helpful. Different age groups preferred the same logo styles, with the exception of news/media logos, where consumers 60 and under preferred the horizontal style, and consumers 60+ preferred the filled style.

Respondents were asked to rate the trustworthiness of each logo style and pick a descriptive word for each. The most popular descriptive words for the outline financial services logo were "modern", "boring", and "professional". For the icon dominant education logo, the most popular descriptive words were "knowledgeable", "professional", and "helpful". For the filled news/media logo, the most popular descriptive word was "traditional".

No information is available about which companies participated in the study or why this information would be relevant. However, the findings provide valuable insights for brands looking to create a trustworthy and effective logo.

Which Logo Styles Elicit the Greatest Consumer Confidence? [Research Presentation and Visuals]