“Nobody really believed that the purple heart would be the winning version because it was so disruptive — maybe looking more like a dating app. But it came out of the studies as the winning version by far, on all target audiences. And I believe strongly that it really helped my performance campaigns to be again more profitable.”

User-Tested Logo Change Improved Performance Ad Efficiency

Deezer changed its logo from a technical equalizer graphic to a purple heart after user research: they asked panels to draw the old logo from memory, then tested new versions. The study pointed to the emotional heart — not the tech-signals equalizer. Post-launch, ad creative using the new brand identity became measurably more efficient. User-centric brand decisions don't just improve perception; they compound through every downstream marketing touchpoint.