Logo Refinement: Getting a Quick Read on the GutCheck Logo

GutCheck Logo

Last winter, as the rest of the country dug themselves out of the snow, our intrepid marketing team dug into creating a new GutCheck logo. We threw on our research hats and decided on the best approach to getting a quick read on our logo.

Getting a GutCheck on GutCheck

As our CEO Matt Warta mentioned in a previous blog, GutCheck decided to go through a branding and messaging refresh at the end of last year. As part of this initiative, we wanted to understand how we should position ourselves going forward. Once we gathered the initial results from our interviews and research, we needed to get a quick gutcheck (pun intended) on our current logo to see if it was still a well-rounded representation of who we are today and if it would represent where we’re going in the future.

The Research

We decided to put five versions of our logo to the test—the current logo, plus four new ones—to find out which logo to move forward with and refine based on consumer and employee preferences and current and future brand expectations.


Using a quantitative, agile approach, we leveraged our flexible platform and in-house research team to test our logo via a 10-minute online quantitative survey of two different audiences—100 GutCheck customers and prospective customers and 47 of our own employees—to find out:

  • How the current logo plus the four new logos ranked in terms of appeal, fit with initial impression of the GutCheck brand, and fit with the brand after being provided with a revamped short positioning statement
  • Any areas of potential optimization

The Initial Results


Option B came out on top.

This logo performed well in the area of Appeal, both with our GutCheck customers and prospects, as well as our employees, specifically with regard to the color of the “GutCheck” text and chat bubbles. It also seemed to achieve an overall sense of brand credibility.


“Likes” from our instant research group included:

  • “Clean and modern.”
  • “The colors are attractive.”
  • “The check mark icon reiterates visually GutCheck.”

Our employees had similar things to say:

  • “I think the green go forward icon is important.”
  • “I like how simple and clean it looks.”
  • “Cleaner bubbles rule!”

Not everyone agreed, though. Respondents also had these “dislikes”:

  • “Don’t like this font. Not bold enough.”
  • “The grey just feels a little bit too neutral. I prefer something more bold.”
  • “I don’t like the font on this one. Also the chat bubbles look like they are in a weird spot.”

Interestingly, while 70% of our employees ranked Option B high for Appeal, they did not come out as strong on Brand Fit (49%). This might be due to the thin gray text, which is a departure from the bulkier red and gray text in the current logo that everyone is used to.

Coming in second place was Option D. While it didn’t score as high as Option B, it did score higher than our current logo, making it worth consideration.

Option C brought up the rear, scoring the lowest across the board in Appeal, Brand Fit, and Future Fit.

How did our current logo rank? Somewhere in the middle in all categories (with the exception of loyalty to its brand credibility that our employees felt), which means that while it’s worked for us in the past, it may just be time for us to move on, as we suspected.

Refining and Iterating

Once we knew which direction to go, we took from the raw data all the comments about the font, color, and shape of the bubbles and iterated through several versions of the winning logo, as you can see here:

Weight of the Font
Based on feedback that they liked the grey text color but not the weight of the font, our design gradually increased the weight to make it heavier and bolder.Q215-Blog-Logo-FontWeight-V2-041615It’s All About the Bubbles

While many liked the clean look of the speech bubbles, many didn’t like the shape and placement of the bubbles on the gray option. Due to that feedback, our designer re-positioned the bubble to a location that was more appealing on other options of the logo.

Q215-Blog-Logo-Image1-041615 Q215-Blog-Logo-Image2-041615

Drumroll Please…

Based on all the great feedback from our Instant Research Groups, we were able to not only start with the best option but optimize it based on the feedback provided from our respondents based on specific details of what they liked or didn’t like.


So what do you think?

Why Our Methods Worked

If we didn’t leverage agile market research and quick reads we might have spent countless hours settling on a logo via decision-by-committee or relying on our “gut”, only to have the final logo fall flat with consumers in the end. However, because of our ability to get quick reads, we were able to test our logo, optimize and refine without slowing down our branding and messaging initiative timelines.

Leveraging agile market research and quick reads can help your business, whether it’s a planned initiative like our messaging work or a last-minute study like our logo re-design.  If you want to learn more, you can request a demo now!