How Brands Can Use Research to Hone a Design or Logo

Knowing your audience and goals with these components will help creative shine

The role of research in the logo design process can be a contentious issue. At its best, research reveals customers’ broader relationship with the brand, its strengths and gaps, possibilities and permissions. At its worst, it’s a cross between a beauty pageant and the shock jock banter of sports radio. Research does, and should, play a valuable role in the process, but it is important to be very clear about what you are trying to achieve through it.