A transport company established for over 25 years wanted to modernize its visual identity. Its historic logo had become outdated and no longer reflected its positioning: a fast, reliable company focused on modern logistics.
The marketing team worked with a designer to create 12 new logo concepts. But a problem quickly arose.
Internally, opinions were completely divided:
Choosing based solely on internal opinions carried significant risk. A poor choice could weaken the brand image, reduce credibility with B2B clients, and make trucks less recognizable on the road.
The question was simple: which logo best represents the company in the eyes of the market?
To answer this question, the company used MaxDiff (Maximum Difference Scaling). The 12 logos were tested with both business decision makers in the transport and logistics sector (n = 98) and general consumers (n = 100).
The highest-scoring logos share key characteristics: a simple, memorable shape and a sense of movement and speed. and a sense of movement and speed.
These traits are especially critical in transport, where the logo must be instantly identifiable on trucks, warehouses, and commercial documents.
Thanks to MaxDiff, the company was able to select a logo validated by the market, avoid a decision based solely on internal opinions, and secure the launch of its new visual identity.
The new logo was then deployed on:
Result: A more modern and cohesive image aligned with the company's positioning
This case study was derived from a real study conducted by MaxDiffPro. It has been anonymized for confidentiality: the tested options and results shown here do not correspond exactly to reality. The actual study had the following characteristics:
The timeline depends on the complexity of the study and the target audience.
MaxDiff ranking of 12 logo concepts tested with transport & logistics professionals + general consumers
Score Ranking:
Choosing a logo may seem like a purely creative decision.
But when several concepts are competing, MaxDiff identifies objectively which one has the most impact with the market.
MaxDiff helps teams identify which messages, features, or ideas truly resonate with customers.
Typical study: 15–25 items tested · 150–300 respondents · Results in 3–5 days
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