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About our new logo
In our new visual identity, the use of an ink blot is an analogous reference to the famous Rorschach ink blot test. This test is a psychological projective test of personality
in which a subject's interpretations of ten standard abstract designs are analyzed as a measure of emotional and intellectual functioning and
integration.
The ink blots are purportedly ambiguous, structureless entities which are to be given a clear structure by the interpreter. Ink Blots were
once believed to be a way of getting into the deepest recesses of a person's psyche or subconscious mind. Those who gave such tests believe
themselves to be experts at interpreting people's subconscious preferences and modes of emotional decision making.
At Brand Behaviour, we understand that just like the ink blot test, the view one person has of a brand may differ greatly from that of
another. By investigating and understanding these views from an emotional and behavioural perspective, organisations can learn the truth
about what does and doesn't work for their market and customers. This information also allows organisations to clearly identify
inconsistencies in a brands communication with its customers.
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