Objectives
Update logo to better reflect brand vision and values and improve visual impact of the logo and brand identification in the retail banking environment.
Research Solution
Qual/Quant Multi-Mode Methodology
To obtain quantitative data as well as more in-depth understanding of brand and logo perceptions, a series of quantitative sessions were conducted with customers and non-customers in current and new markets to determine which logo was perceived to best represent the bank’s brand values, was most visible in a retail environment, and to identify any issues associated with any of the potential logos. A visual presentation was created to expose test logos and names as they would be seen in a real world retail environment to test reactions, recall and perceptions. After completing a preference survey, respondents were broken into smaller discussion groups to derive more in-depth understandings regarding logo perceptions and preferences.
