See Spot Brand Identity

Create dynamic logo and brand identity for See Spot, a mobile app to help pet parents find dog friends in their area.
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Class Project

For the logo design phase of the brand development process, I experimented with various typefaces to find one that was modern but conveyed the fun and playful nature of the See Spot brand. I settled on Typo Grotesk, a modern sans-serif with a large x-height for extra readability. I particularly loved the look of the 'e' character, the eye of which invokes a human eye looking towards the word 'Spot' or a smiling face. From there, I created a graphic dog head inside the 'o' for the completed logotype. The dog graphic is reused in the brand mark, where it's placed inside a map pointer to illustrate the map-based premise of our app. I drew on the contemporary and historical mood boards I created (see below) to create a bright and cheerly color palette to embody the energetic and playful feel of our user experience.

Final Logo
Mapping the visual story of the brand
Brand philosophy and naming options
Visual Research - Historical References
Visual Research - Contemporary References
Logotype Development - Type Explorations
Final Logotype with Dog Mark
Brand Color Palette
Modular Dog Face System
Mark Variations and Typography
Brand Applications
Mobile App preview (see 'See Spot App' for more details)
OOH Advertising Sample
Branded Apparel
Branded Swag and Dog Gear
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