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Paw Prints (Pet Store) Logo 08.25.2005

In this class project, our goal was to create a logo for a pet store. This project involved creating a target market and developing an identity with that target market in mind.

Client

n/a

Description

This logo was created as part of an exercise in creating a brand identity for a pet store. The target market I developed for this project included pet owners who feel a special connection with their pets; pet owners who don’t simply view their pets as animals, but as vital and important parts of their families. Because of their deep affection for their pets, these owners would find it necessary to care for them beyond just purchasing pet food and shelter. This target audience feels that their pets should be cared for and loved as equally as any of their own children, and are thus willing to pay more money to ensure these services.

The image of Paw Prints needed to be cheery and friendly, almost kiddy-like, to appeal to the sensibilities of the target market. Pet owners in this target market view their pets as children, so I decided that any associated imagery should be composed of simple shapes and vibrant colors that appeal to the inner child of us all. Also, to reinforce the second meaning of the double entendre “Paw Prints”, paw prints needed to be a prominent feature in any imagery associated with the store.

As mentioned above, “Paw Prints” represents more than just the name of the pet store. Superficially, the name reflects a segment of the company’s business (pet photography). Figuratively, the name also represents themes of playfulness, attachment, and friendship. Many pets have paws, and reinforcing this fact makes it easy for customers to associate muddy paw prints (often created when pets track dirt inside the house after going outside to play) from their pets with playfulness. This simple symbol also reflects the everlasting memories we have for our pets; their “paw prints” leave an everlasting memory of them in our hearts.

The branding identity of Paw Prints consists of several elements. The first element is the pictorial logo, which consists of an uppercase letter ‘P’ morphed to resemble the paw of an animal. The “P” pictorial imagery also represents the beginning consonant sounds of the two words (“paw” and “prints”) that make up the company name. The second element is a logotype, which consists of the company name. The logo was given a complementary color scheme to reinforce the playful, cheerful motif; the colors are vibrant but not to the point of becoming a distraction for a potential viewer. Either or both of the logos are to be used in all applications which require brand identification, including billboard signs, store signs, business cards, company reports, stationery, promotional items, packaging, print and web advertising.

Tools Used

• Adobe Illustrator

Samples

Paw Prints Logo