RVS LOGO REDESIGN
DESIGN BRIEF
The brief for this project was to redesign the RVS (Rustebakke Veterinary Service) logo as part of a rebrand that their clinic was undergoing.
Dr. Rustebakke was a local vet who had worked with a lot of ranch and farm animals and so their original logo reflected this. However, since their opening many years ago, RVS had grown and their main clientele had shifted to treat cats and dogs predominantly.
RVS wanted to rebrand and use a new logo, which would call out to cat and dog owners and visually let them know that their pets could be treated there, while also retaining some of their original scope of treating larger ranch and farm animals too.
RVS desired for their new logo to be much more simplified, clean and modern with a classy and elegant feel to it and to move away from the rustic and now-dated look of their original branding and logo (pictured below).
Dr. Rustebakke was a local vet who had worked with a lot of ranch and farm animals and so their original logo reflected this. However, since their opening many years ago, RVS had grown and their main clientele had shifted to treat cats and dogs predominantly.
RVS wanted to rebrand and use a new logo, which would call out to cat and dog owners and visually let them know that their pets could be treated there, while also retaining some of their original scope of treating larger ranch and farm animals too.
RVS desired for their new logo to be much more simplified, clean and modern with a classy and elegant feel to it and to move away from the rustic and now-dated look of their original branding and logo (pictured below).
Original Logo
CONCEPT CREATION
When I discussed the logo the main aim was to focus on using black and white colours to create silhouettes of a cat, horse and dog, with more of the focus on the cat and dog, their main patients at the clinic. We also discussed keeping a couple of elements from the original logo, though this was more flexible depending on how it fit with the design.
I created 3 concepts to begin playing with some ideas.
Concept 1
I created 3 concepts to begin playing with some ideas.
Concept 1
With this concept I focused on using the different animal silhouettes to blend everything into one silhouette. I like how this one builds upon itself and I think it is quite striking, feels interesting and is different to a lot of other logos.
Concept 3
This concepts uses the animal's silhouettes and builds on itself in a different way to the first concept. I feel this one has the most simplicity to its design, while still maintaining maximum impact.
Each concept stayed focused on using black and white colours to keep things simple and classy as per the client's brief.
EDITS FOR THE FINAL DESIGN
- Of the 3 concepts the client's chose the first concept design as their desired logo design to take forward. Their feedback requested that the RVS letters be oriented in a left-to-right fashion for ease of reading, moving the horse to the left side instead of the top.
- Once the client and I reviewed this change we both agreed that there was some dead space underneath the horse, which made the full design feel off balance. In my adjustments I played with adding more to the horse in the shoulder area or a leg to even things out. However, because of the size of the horse in the design, adjusting this made the proportions of the different animals look off in the piece. Instead, to fill this space I decided to add a tail to the cat, which I think worked really to bring balance to the piece and fill the space in a different way that I felt looked more natural.
- Once the client and I reviewed this change we both agreed that there was some dead space underneath the horse, which made the full design feel off balance. In my adjustments I played with adding more to the horse in the shoulder area or a leg to even things out. However, because of the size of the horse in the design, adjusting this made the proportions of the different animals look off in the piece. Instead, to fill this space I decided to add a tail to the cat, which I think worked really to bring balance to the piece and fill the space in a different way that I felt looked more natural.
- I chose a different font for both the logo letters and the full text version than I had used in any of the concepts. I selected the google font "Inter Tight" because it worked really well on the animals chests. Even when zoomed out and the logo being much smaller, the lettering was still really crisp, bold and readable from a distance. I also thought that when used for the full text versions it had the elegant, modern and clean look that the client was looking for when we discussed the logo.
- I adjusted the dog, especially in the head area, to improve the proportions and fine tune the design.
- I felt that it would also be beneficial to also utilise one of their main brand colours in some of the colour variants to provide a wider range of palette options and uses.
- I felt that it would also be beneficial to also utilise one of their main brand colours in some of the colour variants to provide a wider range of palette options and uses.
FINAL LOGO DESIGN
LOGO COLOUR VARIANTS
