The assignment was to create a brand from the ground up. We needed to create a name, logo, secondary elements, subsidiaries, brand standards, and just give it a brand identity as a whole.

I started by creating several iterations of the logo until I had reached a point where I felt I had something unique, identifiable, and friendly. I then developed the secondary elements of the dog house, tennis ball, chew toy, dog collar, and dog bed. I also began developing typographical standards which would be applied throughout all of the different pieces for this brand. I then developed packaging, stationery, social media posts, and even a food truck to explore how the brand would interact with the consumer on every front.

I feel the project was a success. The logo mark and the accompanying type feels rounded and friendly. The secondary elements continue the artistic style and friendly approachable demeanor while creating additional visual interest. Finally the extensions demonstrate how these standards can be applied to many different items and areas in order to create a fully realized brand.