Twenty-five candidates, five styles, one question for pet owners: would you trust this with your dog? The minimalist icons lost to every illustration. Then we split the winner into layers to see what was carrying the trust. It wasn't the name.
Go with your gut. Then see where you and they disagree.
Most of them said trust and safety is how they choose a sitter. A paw-print says modern brand. A drawing of a dog hugging a cat says someone kind will be here.
Every illustration scored between +13 and +24. Every icon between -8 and +1. The vintage badges came second.
We split the winning style into four layers with four options each. The panel liked Pawcourt six points more than Pawltar. It liked any of the drawings about thirty points more than none. Build one and see.
The four drawings were within three points of each other. The four names were eight apart. The drawing brings the trust. The name is where your choice changes the result.
Bring the candidates, or just the brief.
Every logo a person saw in round two was a background, a drawing, a name and a tagline, put together on purpose. Each option gets a number: points added to the share of pet owners rating the logo 4 or 5 out of 5.
Big numbers show which layer carries the trust. The gap between a layer's best and worst option shows whether your choice within it matters. Drawings: big numbers, small gap. Names: small numbers, the widest gap.
Six points between two names is a lean, not a verdict. Thirty points for the drawing is a verdict.