Petpals

Overview

PetPals is a national franchise of pet boarding, pet sitting and walking services. They approached me to redesign their logo as part of a broader branding overhaul. Their previous colour scheme of navy and orange was being replaced with a lighter blue and fresh green to reflect a more modern and approachable identity. The goal was to create a cleaner, more refined typographic style while replacing the existing paw print logomark with something more friendly and inviting.

Process

I began by researching the pet services industry and analysing competitor branding to identify trends and opportunities for differentiation. Based on my findings, I chose a sans-serif font for the logo to enhance legibility and provide a clean, contemporary look.

For the logomark, I opted for a hand-drawn, line-art style to introduce a sense of warmth and personality. This approach aligned with PetPals’ mission of fostering companionship and care, while also creating a unique and memorable brand identity.

I drafted several variations to present to the internal stakeholders, of which 3 were refined further. We eventually arrived at the final design and assets were delivered for use across the brand.

Impact

The redesigned logo successfully captured the essence of PetPals’ ethos and the team were happy with the final result. The clean typography improved readability across digital and print applications, while the new colour scheme reinforced a sense of trust and friendliness. The hand-drawn logomark added a personal touch that resonated with their audience.

The petpals logo has now been used online, on van signage, clothing and more and can be seen all around the UK.