Your company has a logo. Great! But is it working for you? Is it sparking action, staying in people’s minds, and making them click or save your content? Welcome to the world of measuring Logo ROI — where we track recall, click-through rates (CTR), and saves.
TL;DR:
Logos aren’t just pretty designs; they should drive business impact. To know if your logo works, check how well people remember it (recall), how often they click on it (CTR), and whether they save your content (saves). Measuring these gives you a real return on your design investment. The better your logo performs, the better your brand sticks and grows.
Why Logo ROI Matters
Think of your logo as the handshake before a conversation. A good logo gets attention. A great one drives action. But you’ll never know until you measure it.
Here’s why measuring matters →
- You spent money designing it. Make sure it pays off!
- First impressions count. A strong logo creates trust instantly.
- Data beats “gut feeling.” Numbers show what’s working and what’s not.
The 3 Metrics That Show Logo ROI
Let’s break it down into the big three: Recall, CTR, and Saves.
1. Logo Recall
Can people remember your logo days or weeks later without seeing it?
This is brand recall. It measures how sticky your logo is in the minds of your audience. The easier your logo is to identify, the more it cements your brand in people’s minds.
To improve recall, your logo should be:
- Simple — No clutter, no complex shapes.
- Memorable — Unique enough to stand out.
- Consistent — Always used the same way across platforms.
How to measure recall?
- Run surveys asking “Which of these logos do you recognize?”
- Use social media polls or story quizzes.
- Test unaided recall: “What logos do you remember from yesterday’s feed?”
2. Click-Through Rate (CTR)
This one’s easy—how many people click on a post, ad, or website featuring your logo?
This measures how effective your visual branding is at motivating action. A higher CTR means your logo isn’t just sitting there — it’s working for you.
Tips to improve logo-driven CTR:
- Placement — Put your logo near key action buttons or in email headers.
- Visibility — Use sizes and colors that stand out but don’t overwhelm.
- Context — Link your logo with powerful messaging or offers.
How to measure CTR?
- Track clicks on logo-linked URLs.
- Use UTM codes in marketing campaigns with logos.
- Compare performance of posts with and without logos.
Many ad platforms like Facebook and Google Ads already give you CTR stats. Use them!
3. Saves (a.k.a. Future Fans)
Ever saved a post because it looked cool or had value? That’s the power of visual assets — like logos.
Saves are the digital version of “I want to remember this.” That’s gold for your brand!
If people are saving your content with your logo in it, you’re doing something right. It means they find it worth revisiting.
Where saves happen:
- Instagram — tapping the little ribbon icon.
- Pinterest — pinning content to boards.
- Facebook — using the save feature for posts.
Ways to boost saves:
- Combine your logo with value — like tips, guides, or freebies.
- Brand your visuals — place logos on infographics, carousels, or quotes.
- Encourage saving — use CTAs like “Save this for later!” in your captions.
Then, go check your insights! Platforms like Instagram let you see how many saves each post gets. Compare logo-branded posts vs ones without the logo. That gives you clear feedback.
Putting It All Together: Tracking Over Time
One-time results are cool. But trends over time are smarter.
Create a simple table or digital dashboard to track:
- Monthly logo recall survey results
- CTR data from campaigns or website heat maps
- Save counts on social media posts
Look for patterns. Did your logo redesign increase clicks? Did your new color palette boost recall? Make changes based on what the numbers tell you — not just trends.
Bonus: A/B Test Your Logo
Still unsure if your logo is helping or hurting? Try this:
- Create two versions of a post — one with your current logo and one without (or with a different version).
- Run both as ads or organic posts to similar audiences.
- Compare performance: Which one had better CTR or saves?
This real-world experiment helps validate your design decisions.
What Not to Do
Let’s avoid some logo measuring mistakes:
- Don’t assume recognition = love. People might remember your logo but dislike it!
- Don’t rely only on likes. Likes aren’t the goal. Clicks and saves are!
- Don’t forget your audience. Your logo might show up perfectly on a laptop, but what about on mobile?
Conclusion: Make That Logo Work!
Your logo is more than wallpaper. It can boost your brand, drive traffic, and keep you top of mind. But only if you track its impact.
Remember: ROI isn’t just about revenue. It’s about recognition, reaction, and retention.
Start measuring today. Run a recall test. Check those CTRs. See how many people are saving you for later.
Because a logo that performs? That’s not just art — it’s business.
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