The Hound Branding

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Richard Sweeney Jonathan Hoe

Vent Graphics

The Hound Branding

This is a proposal for the re-launch of a pub called The Dog. The proposal is to change the name to the Hound for a more positive public image, 'The Hound' being a more regal and noble title. The above logo format is intended for large scale display for maximum clarity.

Meet Helix, the Hound. We wanted to bring a character to the brand to help make the Pub more family friendly and fun. Helix is a peculiar name for an inquisitive hound, which can capture the imagination of young customers.

I based the Hound illustration loosely on the Pharoah Hound, but my main aim was to make the Hound friendly, with his slight grin and keen pointed ears. I also wanted him to look noble, as if there could be some curious, heroic story about him. I think good pubs always have a fantastical element about them.

The above logos are alternative configurations for brand integration, as there are certain constraints the brand has to fit to.

The first design is the logogram, this can be used an accent for content and patterns. This would ideally be embroidered into aprons and other uniforms.

The second design is the logotype, this is intended to be used for the Pub Fascia and may be used as an accent for content and patterns.

The Gold colour was selected to compliment the old black beams of the old Pub and hint to the amber colour of Beers and Ciders. The Burgundy colour was selected to accent the Gold and create a sense of warmth and comfort.

Chaparral Pro was selected because of it's slight imperfections which hints to the nature of the Hound, an old Pub but a great Pub at the same time. Both the Regular and Italicised versions also have a classic story telling quality about them.