Case Study - Modernizing a Transport Company's Logo with MaxDiff

The challenge

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 Its historic logo had become outdated and no longer reflected its positioning: a fast, reliable company focused on modern logistics.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:

• • Some preferred very modern logos
• • Others wanted to keep a more classic style
• • Some felt certain logos looked "too startup"

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?

The method

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 impact

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