Develop a name for a dog food product. Design a logo for this product, using full colour. The logo must contain a main visual and typography. (Use the “People Saving Pets” logo as a guide – this does not mean your design should be the same, it is simply an example.) Follow each of the fundamental steps outlined above, in that sequence and take note of what needs to be handed in as you progress through these steps:

  1. Exploration
    Use sketching techniques to draw thumbnails and hand in your thumbnails as scanned PDFs.
  2. Focus
    Highlight three of the thumbnail ideas that you consider the best options and state why. Hand in an A4 with visuals of the three chosen thumbnails; include reasons for choosing each of these three options.
  3. Construction
    Use sketching techniques and redraw ONE of your chosen concepts until you’ve reached a conclusion on a successful logo. Hand in your drawings as scanned PDFs.
  4. Testing
    Experiment more with your favourite options from Step 3 and ask the opinion of a few people. Hand in examples of the logos shown to people and write their feedback or opinion on each.
  5. Refinement
    Choose your final design and execute it in Adobe Illustrator, along with the name of the product. Hand in your final logo as an A4 PDF.



Developing a name for a dog food was no easy task, but after som brainstorming I landed on the name YO DAWG FOOD. Since it has a double meaning (YOUR DOG and YO DUDE) I thought it was kind of funny. And since dogs usually bring joy to peoples lives, I tried to incorporate it in the name and branding.

IMG_5530Brainstorming for a fitting name for a dog food.


After deciding on name, branding and tone-of-voice, I wanted to reflect the same elements in the logo. I had an idé of a dog showing two fingers, but since they have paws this was easier said then done.

I decided quickly what I thought was most fitting for the logo, but here are the three ideas I liked the most:


I asked my wife and two dogs what they thought of my top three logo ideas. They all agreed that the paw was the most fitting and eye-catching one.

I chose the font House Slant via TypeKit because it was the most fitting one in regards to tonality (witty and casual) and the logos aesthetics.

The bottom illustration is the final one.



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