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OUGD603 | Extended Practice | Brief 04 | Development - Logo | Action against Animal Cruelty Campaign - Petection |

Logo Development 

 When designing the logo for our campaign we looked into some existing animal campaign logo designs. These were: WWF and Peta we took inspiration of how both of these brand logo consist of one vector of an animal and a typeface which is the name of the organisation. Below are list of different animals that we concluded were appropriate to build a logo identity for our campaign.
  • Squirrel
  • Turtle
  • Dolphin
  • Rabbit
  • Cat
We decided to choose a rabbit for our logo design, the reason being that it represent of all household pet similarly to 'WWF' Panda logo representing all wild animals. In addition, a rabbit shape is very distinctive and people will be able to recognize it. To draw the rabbit digitally we used a lived rabbit and drew over it. 

 Below are the pictures and illustrations of the specific rabbit that we referenced and captured with: 
 

                

Logo progress -  Development
By referring from the rabbit photos I drew out a couple of digital illustrations via Adobe Illustrator.


These rabbit logo illustrations were taken in a group crit, so we could have other opinions and suggestions from peers and tutors. Overall, majority of the votes gravitated to the second design as is was simple, clear, has a distinctive rabbit feature and the fur was unique. They suggested to us to try some neutral yet friendly colours to make the logo look welcoming and eye-catching. 

After this feedback was passed on to the collaborator (Aneta) by following the feedback - made some changes and re-touches to the logo. For example, the outlines and the fur details were a bit slight sharp to the eye. The collaborator made these changes by making the details look softer, bolder. Once the outline of the rabbit logo was completed, she then applied some colours to make the rabbit look more realistic. 

Below are the colour versions of the rabbit logo: 


Feedback on coloured logo:
  • The eyes on the white/black design makes the design looks like the rabbit doesn't have a soul. 
  • There are too many details, the logo should be simple and clear also noticeable from the distance. If the logo would be in a lower scale, people won't be able to see the details like dots on the rabbit's face and fur. 
  • The brown colour looks better as it makes the design more friendly and encouraging.
Utilising the given advise and feedback, the collaborator again retouched on the logo's colour to make the design more minimalistic. The details from the rabbit: fur, whiskers and shading were removed. The collaborator also experimented with inverted colours with white outlines. 

To concluded we mutually decided to choose the third illustration logo - light beige rabbit as our final logo for the Petection campaign. The reasoning out of the selection was it implied friendliness, warmth, innocent and suited the concept well.
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