Separate recognition by recall
Asking the person to describe the logo without seeing if they recognize it is a different task. In the first task, options give clues. Recording what task is done in brand research prevents overly interpreting the results. Do not substitute popular memory fallacy stories for scientific measurement.
Test the distinguishing item separately
Colour, symbol, letter form, and layout work together. Examine which item can be recognized in small size or black and white use. Do not give forwarding statements to people when evaluating side by side with competitors. Do not present the impression obtained in a small sample as a result of the whole market.
Maintain continuity in change
Make informed decisions about what to protect instead of changing all items at once in the refresh. Prepare a transition list for web, social media, file templates, and printed materials. Having old and new versions unchecked can make it difficult to recognize even if the design is good.
Check before you start
- Test router?
- Has the small size been checked?
- Is the transition inventory ready?