Logo Design and Product Naming

Fear of a name increases fear of the thing itself – JK Rowling

Many brands can be instantly recognised by their logo, some examples include the Nike ‘tick’ or ‘check’ mark, the McDonald’s ‘M’, the Mitsubishi triangle of diamonds, the two broken circles of Chanel, and the Unilever ‘U’ (take a look at our clients page for more examples).

Logos are valuable assets for brands, they can elicit strong feelings in consumers, so it is important to get them right. Whether a logo needs to be evaluated for a new product or whether you are considering a change of logo, our BrainLink tool can help you determine the right one for your market.

Brand names can also play a critical role in determining whether a product is accepted. We have developed several tests to understand what consumers associate with a name and its appropriateness and acceptability for a particular type of product.