Consumers feel more than two times as positive about Twitter’s Larry the Bird than they do about the brand-new X logo design, according to new research from innovative efficiency platform System1.
System1 evaluated the logo designs of 7 significant social networks platforms – Facebook, Instagram, Pinterest, Reddit, Threads, TikTok and the old and brand-new logo designs of Twitter/X – through Distinctive Asset Testing, which exposes how recognisable a brand name is (popularity), how rapidly attributable it is (fluency) and how that brand name makes individuals feel (sensation).
Whilst X and Larry the Bird are as similarly recognisable and attributable as both each other and other leading socials media (popularity and fluency), X’s logo design falls far behind other leading networks in how it makes customers feel: simply 12% of customers felt joy towards the brand-new X logo design, compared to 26% for Larry the Bird.
Furthermore, almost half (47%) of customers felt neutrality towards the X logo design, and 29% felt contempt – the 2nd greatest neutrality and greatest contempt levels for any network logo design. This compares to 43% of customers sensation neutrality and 19% feeling contempt for Larry the Bird.
The research study likewise exposes how the expression ‘tweet’ has the greatest level of both popularity and fluency among social networks network expressions (such as ‘share’, ‘story’, ‘reel’, ‘status’ and so on.). By changing both Larry the Bird (high levels of sensation) and the expression ‘tweet’ (high popularity and fluency), the platform is losing 2 of its greatest brand name possessions and weakening both its diversity and sob story.
Jon Evans, primary consumer officer, System1 said, “Fluency and fame are hugely important components of effective brand building, but ultimately it is a brand’s ability to evoke positive emotional impact – and make consumers feel good – that drives engagement. With X moving away from Larry and the tweet phrase overnight, the platform faces an uphill battle in recapturing distinctiveness and emotional appeal.”
