Brand Identity

Graphic Design
Project Overview
This was a passion project I initiated on my own. I was formerly employed by a local pet sitting company company called Woofie's, and I wanted to challenge myself by redesigning their logo to better represent their brand and fit the market.
My Inspiration
I researched Woofie's competitor brands, and compared their logo designs to Woofie's. I noticed that most had a softer, rounded typeface, usually a san serif. Most also used blues, teals, or greens for their brand identity. Those design choices create a playful, fun, but trusted visual identity.

Design

Woofie's current logo uses Lato as their font, a sans serif typeface, in normal weight. Their primary color is a dark navy, and their logo is a w placed inside of a simple paw print shape. Their color choice conveys trust and reliability, but I believe their font and logo are too rigid and straight.

I used a similar font in Adobe Illustrator, but customized it to be rounder, curvier, and geometrical, as well as tilting the e on its axis. I believe this conveys a more fitting image of fun and playfulness, but still reliable and trustworthy. I kept the blue in the color palette as well, but added an orange and teal as well for the same reasons as before.
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I think the imagery of a dog's face in the W in Woofie's utilizes the letter in a fun and unique way that's representative of the brand name and identity. I chose Arial Rounded MT Bold as a display font similar in style to the customized logo font I created, and Avenir to compliment it. I also illustrated an original pattern, and some examples of variations in my logo design, including a business card mockup.

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