Which Logo Attributes Correlate With Success? [New Data]

| June 5, 2017


Logos are the face of a company. They serve as a unique method of identification to consumers everywhere. Logos evoke emotion and opinion based on the success and perspective of the company that they represent. In some cases, logos have a huge impact on purchase decisions.

But do the attributes of a company’s logo design correlate with success? And if so, which attributes would those be?

We have conducted an analysis of roughly 2,000 logos to determine what the common characteristics are of successful businesses. The company logos we analyzed came from the 2016 Inc. 5000 List of America’s Fastest Growing Companies. The companies on the 2016 Inc. 5000 list have a three year growth of 40% or greater and booked at least $100,000 in revenue from three years ago. We chose this list because it represents new and successful businesses.

The logo attributes we focused on were color, type of logo (icon, word mark, or both), shape of logo (rounded vs. angular), and style of logo (minimal vs. detailed). Alongside that data, we collected the 3 year growth, revenue in millions, and industry of each company. Below is an infographic based on the results of our data collection and analysis.

The logos analyzed are not 100% accurate due to possible human error and subjectivity. Colors and vague shapes can often be misinterpreted from person to person. Despite any minor concerns of the accuracy of the data, the info provided is a good representation of successful company logos with some key takeaways.

Having a good logo is important because it is your brand identity presented on your website, merchandise, building, custom signs, etc. But alongside a good logo, having a well thought out business plan and a top notch service/product will be the real factors that set your company apart.

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