Unlocking insight to power your thinking
Gusto Research is a respected independent agency specialising in both Quantitative and Qualitative research, nestled in North Leeds. Known for their personalised approach, the Gusto team is composed of seasoned professionals dedicated to addressing the unique challenges of each client.
Gusto Research
THE CHALLENGE
Gusto Research had already established a strong reputation in the finance sector. However, their current logo did not fully represent the company's name and lively character – it also gave the impression of a law firm rather than a leading research business.
They sought out Design by Ant with a specific objective: to update their corporate identity in order to better showcase their personality, differentiate themselves from competitors, and allow their brand to expand into new sectors with ease.
THE SOLUTION
We set out to design a logo that truly embodied the essence of Gusto. We focused on making the name ‘Gusto’ the hero, choosing a friendly and approachable typeface that mirrored the warm, down-to-earth nature of their Yorkshire-based team.
The centrepiece of the brand is a quote bubble – a nod to what Gusto is all about – capturing and valuing people’s opinions. This versatile symbol became a key element in the brand’s visual language, easily adaptable across marketing materials and client presentations.
To complement their established presence in the finance sector, we retained the trustworthy 'Blues' as their primary colour palette. However, we introduced a secondary palette to give them the creative freedom needed for client presentations and to tailor their approach when entering new markets.
Design by Ant’s partnership with Gusto has flourished for over a decade. While the brand has naturally evolved, the original logo and colour scheme have proven their longevity, standing as a testament to the strong foundation we built together.
Over the years, our work has expanded to comprehensive guidelines, promotional materials and a revamped website, developed in collaboration with TemperTemper. Gusto’s brand continues to thrive, just like the strong relationships they’ve cultivated with their clients.
