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  • Gut Check, Followed by a Gutter Check


    Posted on June 3, 2011 at 11:32 am


    One of our more senior designers, Torsten Mayer-Rothbarth, sent this link around to the firm.

    While you’ll enjoy the unintended sexual innuendo in all of these logos, it reminds me of a rule we use in our studio that marketers would be wise to implement in their shops: At the middle and end of every project, we perform a gut and a gutter check on our work. The gut check goes right to the quality of the work: Is it great? Is it fresh? Is it strategically on the mark? Is the message crystal clear? The gutter check demands that the viewer put on a different lens. Can this be interpreted as sexually provocative? (Remember, we live up the street from the Washington Monument.)  Does this have a religious overtone anyone could find offensive? If we are taking a risk, have we examined the risk from all sides? Being embarrassed by an unintended gaffe is one thing; making clients and your public angry is quite another.

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Burkey Belser

Burkey Belser

Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.