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A logo is one of the most important elements of a brand. When customers see it, they should immediately recognize it and think of your business.

In this ranked PickFu poll, a business owner pitted three designs for a single-word logo against each other, asking a panel of 50 people, “Which logo is more appealing?”

Each logo uses a different font or color combination. Option A features a white font against a black background, with the four middle letters in swappair intertwined. Option B is in a similar font but with gradient coloring. Option C is written in plain black font with pair in bold.

Respondents ranked the options in order of preference. Can you guess which one won?

Which One Won?

Option B was the clear winner, with 32 of 50 votes and a score of 64. Option A came in second with 14 votes and a score of 28, and Option C came in last with only four votes.

It was clear that the multicolored design of Option B made the biggest impact.

“I chose [Option] B overall not only because of the vibrant colors that were used throughout the logo, but also because of the creative way the words are linked together,” wrote one respondent.

“I like Option B the best because of the rainbow effect in the name. Swappair looks greats in the different-colored letter[s] as it pops with the white background,” said another, who ranked Option A second.

Black and white is boring

Although respondents liked the contrast between the white lettering and the black background in Option A, some found it difficult to read.

Option C, meanwhile, was forgettable. One respondent called it “very basic and run of the mill.”

Here’s more of what respondents had to say:

  • “The colorful logo [Option B] stands out more than the black and white logos. It is more interesting to look at. Option A is more unique than Option C. There is nothing about Option C that makes it stand out to be noticed or remembered.”
  • “I love the colorplay between the letters in [Option] B. For [Option] A, I like how the letters kind of synergize. [Option] C is acceptable but kind of boring.”
  • “[Option] B is unique, memorable, and colorful. [Option] A is cool, but lacks color. [Option] C is very boring.”
  • “The colorful logo [Option B] is much more attractive. It draws my attention and keeps it. It makes me want to learn more about your company or product!”

Key takeaways for an eye-catching logo

This poll didn’t give any information about what Swappair is or does. The business owner wanted panelists to choose the logo based solely on appearance.

In the end, color won out. Not only was Option B easier to read, the font and gradient coloring made respondents want to know more about Swappair.

If you’re torn between logos for your business, check out our guide on how to test logo options on PickFu. You’ll get audience feedback within 15 minutes.


Rachel Poli

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