Practical Assignment (observation and analysis)
Develop a name for a dog food product. Design a logo for this product, using full color. The logo must contain a main visual and typography. (Use the “People Saving Pets” logo as a guide – this does not mean your design should be the same, it is simply an example.) Follow each of the fundamental steps outlined above, in that sequence, and take note of what needs to be handed in as you progress through these steps:
Exploration - Use sketching techniques to draw thumbnails and hand in your thumbnails as scanned PDFs.
Focus - Highlight three of the thumbnail ideas that you consider the best options and state why. Hand in an A4 with visuals of the three chosen thumbnails; include reasons for choosing each of these three options.
Construction - Use sketching techniques and redraw ONE of your chosen concepts until you’ve reached a conclusion on a successful logo. Hand in your drawings as scanned PDFs.
Testing - Experiment more with your favorite options from Step 3 and ask the opinion of a few people. Hand in examples of the logos shown to people and write their feedback or opinion on each.
Refinement - Choose your final design and execute it in Adobe Illustrator, along with the name of the product. Hand in your final logo as an A4 PDF.
After doing some research I decided that I want this dog brand to follow "The Ruler" archetype and be a luxury, premium brand. I wanted to challenge myself since dog food brands are usually goofy and cute and I want my brand to stand out and be different.
After laying out some keywords, I decided that the brand will be connected to the ancestors of the modern dog - wolves.
And since the brand is Norwegian I researched wolves in Norse mythology. I came across the legend about Sköll and Hati, two giant wolves who chase the moon and the sun. They are children of Fenrir - the most popular wolf in Norse mythology and at Ragnarok (the end of the world) they are prophesied to finally get their targets and devour the sun and the moon, plunging the world into darkness.
I thought this legend was interesting and the names would grab the attention of our customers. Since the story tells about two wolves it makes sense that the logo should have two wolves as well.
I researched some inspirational pictures and logos on the internet and started making my sketches.
Here are my thumbnails:
I chose numbers 3, 9 and 10
At first, I was leaning most to number 10 but later changed it to 9.
At this stage, I knew that I won't be able to draw the wolf figure without it looking horrible. My sketching skills are definitely not good enough to be able to do what I am envisioning.
PDF file:
I moved to Adobe Illustrator and experimented with a few of the different options I had. I ended up tracing a wolf vector to create my wolf figures. I tried different color combinations. My first idea was since the wolfs are chasing the sun and the moon to use the colors of the sun and moon - yellow/orange and blue. For the font, I wanted one that is elegant and clean.
First design:
After some feedback I received on the school forum I had to refine and change the logo a bit. For my second design, I changed the name font, increased the size of the tagline, and refined my wolf silhouettes. I also decided to use only one color for the whole logo.
Font name: Copperplate Gothic Light
Font tagline: Goudy Old Style
Logo color: 051D54
Final design:
Logo PDF file:
Some different color combinations of the logo:
A mock-up I made:
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