Paws and Claws Holistic Animal Clinic wanted a new logo to reflect its business, to include a design in black and white and color, font selection, color palette selection, and stationery items. The logo also needed to be scalable and used on a wide variety of media formats.
The target audience was pet owners who seek natural remedies and care for their pets. Demographic was upper-middle class who would go the extra mile for their pets.
A variety of designs were tested using images that would easily be connected to holistic remedies, wellness, and alternative medicine.
Ultimately the logo with infinity sign was chosen since it is a familiar symbol often associated with “mind, body, and soul” healthcare methods. By adding the paw and bird prints to the logo, potential clients would know that the clinic offered veterinarian services to a wide variety of animals. All of those elements together speak to pet owners looking for holistic, balanced, and natural treatments for all of their animals.
The soft mint green and purple colors are meant to feel calming and healing, as well as call to mind similar color schemes used for human health spas. Through color, the clinic expresses their commitment to taking a soft, comforting path to veterinary care. The color of the type was chosen for readability and to provide a darker contrast to the lighter logo colors.
The type was also selected for maximum readability at various scales, and to appeal to an audience of upper-middle class clients, potentially ages 30-55. These customers are looking for modern and efficient businesses that have local, community-focused energies. Combined with the infinity sign and animal footprints, the type further balances the design of the logo. Each element together complements the others.
The stationery package reflects the brand identity and showcases the company’s natural healing and spa-like atmosphere. The individual pieces are a cohesive unit and appeal to a target audience looking for a clean, fresh aesthetic.
Regardless of what type of stationery the client is receiving, the piece will reflect the same harmony and calmness they will feel when seeing the logo from the street or being within the Paws + Claws Holistic Animal Clinic itself.
Click to view the complete style guide for Paws and Claws