32
Logotype Strapline Icon Colours Implementation Dog Field UK - Visual identity - initial proposals draft 1 - 16 Dec 2014
LogotypeStraplineIconColoursImplementation
Dog Field UK - Visual identity - initial proposals draft 1 - 16 Dec 2014
Logotype
Logotype
The typeface element of an identity is the font used to describe the company name. Sometimes this becomes the company logo in its own right. It should be memorable and ledgible and for Dog Field, should be fun - ideally inculcating feelings of what the Dog Field is all about - having fun, enjoying stress free play, training and exercise with your dog in a safe worry-free environment.
The typeface should also look professional and should be befitting of a major UK brand.
Technically the font needs to be able to be reproduced in both print and and be capable of being served as a web font.
We considered 12 typefaces, including one created specifically for Dog Field UK but settled on a shortlist of 3.
Arial was originally selected for its no-nonsense modernity, good ledgibility and ease of use but was discounted as it doesn’t create the sense of fun or occasion associated with the brand. It is also common and doesn’t achieve the required recognition or stand out we think the brand needs.
dog field UK
Logotype
Sketchetik
dog field UK
Sketchetik came a close runner up - it’s hand-rendered styling created a sense of fun and ‘hands-on’ but it was discounted on ledgibility - it degrades when reduced in size and loses the hand rendered stand out. There were also issues with serving the font for web.
Logotype
Dog F ield UKBilly
Billy is our chosen typeface. It’s fun, memorable, ledgible and is technically competent in print and web. We believe that the movement within the font from letter to letter along with the almost hand-drawn feeling, help to define the company’s desired personality. It’s fun but professional.
Logotype
Dog F ield
The ‘UK’ element of the name shuld be secondary to the name itself. This allows the name to stand out more and aids recall.
Logotype
The final itteration sees the letter spacing adjusted and size relationship between the name and ‘UK’ improved.
Logotype
A strapline is often used to define what the business proposition is, what the company stands for or to communicate a specific brand value. A strapline should be simple and to the point. For Dog Field we think the strapline needs to help the viewer understand more about the business so should ideally be semi-descriptive.
The best place to start is usually start with a descriptive sentence which is then honed down to as few words as possible - itteration 1 can be seen above and the evolution into the finished strapline can be seen on the next few pages.
Strapline
A strapline is often used to define what the business proposition is, what the company stands for or to communicate a specific brand value. A strapline should be simple and to the point. For Dog Field we think the strapline needs to help the viewer understand more about the business so should ideally be semi-descriptive.
The best place to start is usually start with a descriptive sentence which is then honed down to as few words as possible - itteration 1 can be seen above and the evolution into the finished strapline can be seen on the next few pages.
Strapline
a safe, secure environment for dog walking, play and training
Itteration 2
Strapline
a safe, secure environment for dog walking, play and trainingplace
‘�cure envir�ment’ t� formal
repetiti� of ‘dog’ perhaps not n�ded
t� descriptive, not emoti�al en�gh
t� l�g
Itterations 3, 4, 5 and 6
Strapline
a safe place for your dog to run free
a safe place for your best friend to run free
a safe place to run free
safe to run free
Strapline seen in context.
Strapline
safe to run free
safe to run free
An icon is a graphic device sometimes used to further define the brand - often over time, recognition can lead to icons being used to represent the brand exclusively (Apple is a good example of this).Here we believe that type alone isn’t sufficient and that a graphic device or icon is required to help make the brand stand out more and to give you another branding element for use in merchandising.
Icon
safe to run free
Icon 1The idea behind this icon was to capture the essence of the offering by having a dog in a recognisable ‘let’s play’ type pose - using the letter ‘o’ in the logotype as an impromptu ball.
Icon
Icon 2The idea behind this icon was to communicate the ‘outdoor’ action element of the offering by replacing the letter ‘o’ in the logotype with a stylised paw print and reversing this out of a mud splatter.
Icon
Icon 3This is an evolution of icon 2. In our own pre-release testing, a small percentage of respondents recalled negatively on the mud splatter - reminding them of what is for some dog owners an inevitable but unpleasant part of outdoor dog walking in inclement weather - muddy paws. Whilst this feedback was very much in the minority, it prompted further development - the idea behind this icon was also to communicate the ‘outdoor’ action element of the offering by replacing the letter ‘o’ in the logotype with a stylised paw print but to remove any negative connotations by replacing the mud splatter with blades of grass. This scored much more highly in feedback and also gave us a good visual device for expressing the brand across merchandise.
Icon
We discounted proposal 2 (mud splatter) and proceeded from here with evolution 1 (dog) and evolution 3 (grass).
Colours are very important branding elements. Get it right and people will remember you as much for your colour scheme as your logo. However it is important not to overuse colours. Often a single colour is enough (Easyjet = Orange, Coke = Red) - sometimes two work better (AA = yellow and black) but cost should also be factored in - the more colours a logo has, the more expensive it is to reproduce offline (printed materials, vehicle livery, uniforms, signage etc.). Whilst your business will be run predominently digitally, the actual day to day business will require non-digital physical brand reproduction. We have kept that in mind when creating a colour pallette.
Colours
Colour 1Grass - Pantone 390. Green is an obvious choice as a lead colour - it’s natural, suggests outdoors but more importantly is representative of the field part of the business name. The shade and tone have to be friendly - not too blue in tone and closer to the yellow part of the spectrum.
ColoursGrass
Pantone© 390U
Colour 1Grass - Pantone 390. Green is an obvious choice as a lead colour - it’s natural, suggests outdoors but more importantly is representative of the field part of the business name. The shade and tone have to be friendly - not too blue in tone and closer to the yellow part of the spectrum.
Sky - Pantone 630. Blue is a good supporting colour - again it’s natural and suggests outdoors. It compliments green and creates a good natural pallette. We would propose to use this as a secondary colour - reversing the logo out of the blue in white rather than rendering it in blue.
ColoursSky
Pantone© 630U
Grass
Pantone© 390U
Colours
Colours
Colours
Colours
Colours
Colours
Colours
Colours
Colours
Colours
Implementation
T-Shirts
Implementation
Jo BrownBusiness Title
www.dogfielduk.com
Address line 1Address line 2Address and postcode
Telephne 0123456789Email [email protected]
Address line 1Address line 2Address and postcode
Telephne 0123456789Email [email protected]
www.dogfielduk.comwww.dogfielduk.com
Letterhead Business Card (front and back)
Implementation
www.dogfielduk.comwww.dogfielduk.com
Vehicle livery
www.dogfielduk.com
www.dogfielduk.com
