The aim of this project was to re-brand Hafiz Chair kennel club. This organization breeds elite dogs and cats, but their previous identity was not as good as their animals.
The new identity is contemporary, fresh and sophisticated. The logotype depicts different breeds of dogs as they were made of diamonds. Breeds and the shape itself can be changed easily but the logo would be still recognizable. The colours of this diamond dogs are natural, as they are in the reality. Triangles were chosen as the main shape not spontaneously: the main breed of this kennel club is alabai, it is a guard dog, first of all. So, the logo had to be stable, serious and luxurious at the same time. Also there is an identity sign for Mallow Valley feline club which is a part of Hafiz Chair organization, it made in the same serious and luxurious style.
There were used only sans serif typography to emphasize the meaning of diamond logo itself and not to distract from the main idea of changing shapes. Also there is a lot of space, all outcomes can breeze easily. For making it non-agressive rounded corners were used for the shape of pages and papers.
All elements of the new identity are in harmony with each other and the main style is determined, so any additional corporative element can be produced easily.