Case Studies:
Bayer Pharmaceuticals | Case Corporation | Nissan Motor Company | Symantec
the client: Bayer Pharmaceuticals
the need: Brand Research
the solution:
Bayer Pharmaceuticals approached BrandClarity to assess impressions of various visual identities for a pharmaceutical compound. Bayer had been working with two design agencies that were competing for the logo work; Bayer approached BrandClarity for the international research. Each design agency submitted three logos for international testing. BrandClarity developed a complex methodology which included email invitations for sufferers and a phone-web-phone approach for physicians. The BrandClarity research team designed a survey through collaboration with the Bayer project team, covering requisite research dimensions in visual identity testing. In particular, the research assessed each logo on the following dimensions: similarity with existing logos, suitability for the product category, preference of black and white and color variations, offensive characteristics, and overall preferences. All responses were submitted, aggregated, and translated back into English for the analysis and final recommendations.
