The design team wanted a clean icon. Pet owners trusted a drawing of a dog and a cat, by a wide margin, and the names mattered more than which drawing. Rate a few logos yourself first.
The question the pet owners answered, one logo at a time.
Each score is the change in how many pet owners in 100 gave the logo top marks for trust.
Tap one for the answer.
Twenty-five logos in five styles: illustrated, vintage badge, clean with a name, photographic, and the clean icon the designers wanted.
We split the winning style into four parts, drawing, name, tagline and background, with four options each. That's 256 possible logos.
Four options for each part. Not every choice is worth a meeting.
Forty-five pet owners in the second round, recruited for this study.
Price came a distant second, with five.
Seventeen dogs, sixteen cats, eight both.
Twenty-one never had. Both groups trusted the same drawing.
About as long as a logo gets in real life.
The design team preferred the clean icons. Twenty pet owners rated all twenty-five on one question: how well does this logo represent a pet-sitting service you would trust?
Every illustrated logo scored between +13 and +24. Every icon scored between −8 and +1. That settled the style. Round two split the illustrated style into four parts, drawing, name, tagline and background, four options each, and asked forty-five more pet owners.
The drawing of a dog hugging a cat, the name Pawcourt and the line "Calm. Cared. Cherished." on the cream background with leaves. 78 of 100 pet owners would rate it 4 or 5 on trust, and the drawing does most of the work.
The drawing+36"Calm. Cared. Cherished."+18Cream with leaves+13Pawcourt+11Swap any part and watch the score move.
All of them, including the ones the designers love. Thirty minutes on a call is enough to plan the study.