Our job was to create a fresh new logo and, more importantly, it continues to be to develop an intelligent, ongoing way to keep the AHS brand flexible and extendable. We were given four touch points to constantly keep in sight as our overall criteria: 1) The stages of an animal’s life. 2) A sense of nurturing. 3) A feeling of joy. 4) The essential human aspect of the human/pet connection. This foursome of points was tattooed to our collective SDCo brain as we built this brand. It was crucial to invent a systematic brand foundation that was consistent and able to grow. A visual personality was invented that could adapt and thrive on a wide range of materials and mediums.
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