Brand re-launch
A whitewater kayak company launched in 2001, Big Dog Kayaks ceased trading in 2009. Over ten years later, Big Dog is ready to re-launch under new ownership. The key objectives of this rebrand were to bring the brand up to date, with an edgier aesthetic that portrays the extreme nature of the sport and would get young kayakers excited about the brand.
Logo re-design
It was important to the new owners that the logo re-design retained the basic essence of the old logo. To achieve this we kept the weight and font style almost exactly the same, whilst completely re-designing everything else.
The design is inspired by the toothy snarl of a dog - bold and aggressive, without being too literal or cartoony.
Brand Identity
Big Dog Kayaks are designed and manufactured in Wales. Whilst being made in England is a great sales point in itself, being made in Wales was more unique and interesting. Welsh people are very proud of their heritage, and Big Dog Kayaks is proud to be made there.
Alternative logo
Stacked logo for merchandise and branding where the main logo is unsuitable due to available space/legibility.
Aesthetic
The mist gliding across the front of the logo mimics the watery mist spray from a waterfall. This technique is then used on kayak action photography to blend text and logos into the image.
Typography
I selected Barlow Condensed as a good match to the original logo and is available in many weights. Used only in all caps, it is a Grotesk type with an urban aesthetic, sharing qualities with car number plates and road signs.
To compliment this Fira mono has been selected for a minimal and retro feel.
We chose red and yellow highlights for borders, links and buttons.
We chose red and yellow highlights for borders, links and buttons.
