ATI Logo Testing

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ATI Logo Testing

• June 20, 2003

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Comparison of Current Logo Against Four New
Designs
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OverallNew Compared to New
When the four new logos are compared against each
other,the Swoosh logo is generally preferred
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New Compared to Current
Some of the respondents were given a choice
between every logo in each family and the current
ATI logo. Swoosh logos were picked over the
current ATI logo by a 6 to 1 margin. The other
new logos also did well.
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Overall Rankings
A general trend developed when respondents were
presented with all five logos and asked to rank
them one through five. The Swoosh logo is
preferred by a wide margin, followed by the
Slant, Straight, Current, and Basic logos. This
same order showed up in different segments with a
few exceptions.
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Rankings With the Swoosh Removed
When the Swoosh logo is removed and the three new
logos are compared, the Slanted logo holds a
slight edge against the other new logos.
This second chart shows similar data to a
previous slidewhen presented with a choice
between a new logo and the current logo,
respondents chose the new logos, and the Slanted
logo by a slightly wider margin.
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Overall RankingsNo Swoosh
With the Swoosh removed and presented with a
choice between all logo types, the Slant logo was
the favorite, followed by the Straight logo.
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Gamers Preferences
Of the new logos, gamers preferred the Swoosh
logo by a wide margin. The Slant logo just
edged the Straight logo for second.
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Gamers, Continued
When forced to choose between a new logo and the
current ATI logo, gamers chose the new logos
overwhelmingly. Again, the Swoosh came out on
top.
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Gamers Overall
When presented with all five logos, and asked to
rank them all, respondents preferred the Current
ATI logo slightly more than the Swoosh. Gamers
are most familiar with the current ATI logo, and
generally ranked it either first or last.
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Innovators
Of the new logos, innovators liked the Swoosh
best by a wide margin.
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Innovators
Innovators ranked the Swoosh highest. In a
slight departure from the norm, innovators like
the Current third best rather than fourth best,
over the Straight logo.
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Desktop and Laptop Users
This chart shows that there isnt much difference
between desktop usersand laptop users
preferences. The Swoosh tested best with both
groups.
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Home and Corporate Users
This chart shows that there isnt much difference
between home and corporate users preferences.
The Swoosh again came out on top.
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Other Findings

• Respondents who rated their computer skills
  higher were more likely to
• Have purchased a graphics card in the past 12
  months
• Plan on purchasing a graphics card in the coming
  year
• Plan on spending more when the next time they do
  buy a graphics card
• Own both a laptop and a desktop
• Recognize the current ATI logo
• Because the gamers were a little more computer
  savvy, they may like the current logo because of
  familiarity.

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One Last Note
People generally preferred either red on white or
white on red rather than the boxed logos.
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Review

• Overall Rankings
• Swoosh
• Slant
• Straight
• Current
• Basic

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Review

• Gamers like the Current logo best (Swoosh is
  2nd).
• Everyone else likes the Swoosh.
• The Slant and Straight are close, but the Slant
  has the edge. Both beat the current logo.
• Nobody likes the Basic.

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Review

• There isnt much difference between desktop and
  laptop users preferences.
• There isnt much difference between home users
  and corporate users, either.