Since I was aware that people wouldn’t express themselves that much after giving them a chart-survey about how logosare perceived, I decided to ask another group of people directly about their opinion. So I sent the same 10 logos I made in the last blog post to people who didn’t take part in the last survey. I asked them to describe what they think about the brand personality of the logo or target group. With every answer we can again see all of the 10 logos.
Here are the answers:
1. Adolescents (Levis), children or families, fashion brand for teenagers
2. Upper class, classy and modern, more for fashion enthusiasts, a brand that wants to sell stuff that looks expensive and classy but is not
3. Teenage girls (Stradivarius), rather for children or colourful fashion for adults like Desigual
4. Mature population, real luxury, expensive, something classy, doing dresses or suits
5. Children, babies and children, brand for kids or babies, for clothes and teddy bears, good quality
6. Wedding, formal dresses, female fashion, but it’s pretty oldschool and doesn’t look that high quality, for wedding dresses, but not super high quality ones
7. Sporty, menswear or more basic, sailing type clothes, quite expensive, a bit like Petit bateau
8. Something more special, boho, secon-hand, “funky” fashion or accessories, a bit trashy, brand for jewellery but with poor quality, a bit like Claire’s, but for older people like 20-30.
9. Younger generation, girls, for children or the whole family, rather cute
10. Neutral (Tom Tailor), multi-generational, could be women’s or men’s, very modern and contemporary, but not too expensive, for teenage/young adult men, fast fashion
RESULTS
The most significant factor that changed my perspective after the first survey is for sure the quality. People were more likely to express themselves in the second experiment. I believe that good quality is a very important factor, because this can have a huge impact if people will buy the brand or even go inside the store. What is also helpful are the examples that the respondents gave me. I think it Is interesting to see to which brand they compare a logo that might be similar or isn’t at all.
