Animal & Pet
About Your Company
We are a small animal (cat and dog) full-service veterinary hospital, and have been tightly integrated within the same community for 35 years. As a result, we have a deep connection with many of our clients, often serving multiple generations of the same family, and caring for many of our patients from birth to the end of their lives 10-20 years later. We combine this long history and deep emotional connection with our clients and patients with a strong commitment to top quality, progressive medicine. After 35 years in the same location, we have just built a brand-new state of the art hospital, and we are taking the opportunity to update our logo at the same time. To understand what we stand for and want to express through our branding, here are our values: EXCELLENCE (client and patient care that consistently exceeds expectations), PARTNERSHIP (kindness and support through the joys and challenges of your pet's life), COMPASSION (being present to the emotions that we share with pets and the people who love them), ETHICS (honesty and integrity in everything we do), and COMMUNITY (giving back to pets and people in need through a culture of service and education). While we still have many mature clients, our proportion of millenials increases every year as we grow - we are looking for our new more modern logo to connect existing clients to our history but also appeal to a new more modern clientele.
Preferred Logo Style
Image + Text
Colors to Explore
For this project we are only looking for the dog and cat graphic for the logo - we will add our clinic name to the final version, and it will be positioned to the right of the graphic.
Top 3 Things
Connection/warmth, progressive, professional
Our clinic has been in business for over 35 years, and this year we moved into a new modern space, and we want to update our logo at the same time to make it more modern. We held a previous logo contest on CrowdSpring and got very close, but despite working with two designers after the contest, we have not been able to get the dog's head exactly as we want it.
FOR THIS LOGO CONTEST WE ARE ONLY LOOKING TO HAVE THE DOG'S HEAD RE-DRAWN PER OUR SPECIFICATIONS - THE REST OF THE LOGO, INCLUDING THE CAT AND THE ART STYLE SHOULD STAY THE SAME.
Attached are two files - our new draft logo with a line-art cat (Timmy) and a dog (Lucy), and our old logo, which has Lucy the dog's head in colour block style. We want to keep our draft logo the same, but have Lucy's head re-drawn so that she has her head tilted and is making eye contact directly with the viewer, and she has the same adorable "can I have a treat please, I'm so cute" expression on her face as in our OLD colour block logo. We have worked with a number of artists trying to do this already, so it's not as easy as it seems - due to the colour blocking the contours of her features are not easily discernable on the old logo, and many of them (like the nose) do not look good when the old logo is traced and the colour blocking is replaced with line art. Lucy's head will need to be completely re-drawn to capture her old head position and facial expression in the new updated and modernized line art style. Unfortunately we do NOT have the original picture of Lucy that was used to create the logo :(
Here are a few tips of the things we LIKE in the new 'draft logo' Lucy, as well as the things we want to capture from the old colour block Lucy, and a few pitfalls that have caused challenges for other designers, so you can hit the ground running.
WHAT WE LIKE:
- all of Timmy the cat + we like Lucy the dog's torso - don't change these
- the proportions of Lucy's head + the style of her eyes, nose and mouth are all great.
- the varying width of the line art gives the logo great dimension and appeal, so we would like to keep that style
WHAT WE WANT TO CHANGE:
- after reviewing many logo styles and designs we are 100% confident that we want Lucy to be making eye contact directly with the viewer, and keep the same facial expression as in our old colour block logo. We have 2 main reasons: 1) we want new logo Lucy to be recognizable as old logo Lucy, for continuity, and 2) (most important), the direct eye contact with the viewer creates a feeling of emotional connection to the logo and our team and brand, which is extremely important to retain
- Lucy's facial expression in the original logo was a classic cocked (tilted) head, eyebrows raised, cute and pleading "can I have a treat" expression, which will be instantly recognizable to dog owners, and create an immediate instinctive emotional response. That is very important to us to keep - we don't just want a picture of a cat and a dog, we want a picture that connects emotionally with current and potential clients.
PITFALLS TO AVOID
- The biggest challenges that other artists have had with drawing Lucy in the new style but with the old head position and expression are:
1) the width of her muzzle (often drawn too narrow) and the length of her head (often drawn too long)
2) her nose (the one in the original colourblock version does not translate well to line art - the nostrils are far too prominent). We like the style in the draft logo.
3) her lips/jaw - these can't be seen well in the colour block version but Lucy needs to have a bottom lip and jaw - we like the style in the draft logo
4) her ears will look too small and start too far down the side of her head if they are directly traced from the old colourblock logo (because the detail of how they connect to her head and fold can not be seen)
5) the expressiveness of the eyes and the eyebrows will be critical, as most of the emotional connection will come from them.
We hope this helps give a really clear idea of what we are looking for. If you have ANY questions or want more guidance, please ask!