Logo Design & Branding
Jack's Cat Cave - Animal Shelter
Overview
This was the cutest project I've ever worked on.
The objective for this project was to design a logo based on the owner's cat. The logo must be reusable for all applications.
Inspiration
This was an exercise in pet portraiture as much as it was a logo design. Below are some photos of the owner's cat "Jack" whom the shelter is named after. This cat was the inspiration behind the shelter and so needed to be heavily used in the logo design as well.
Sketches
Below are my initial sketches leading up to the logo designs. I made these sketches on my iPad using Procreate. On tracing out the photos of Jack the cat, I found that his features are best represented in negative space, meaning I had to use white on black as opposed to black on white. So this would be a logo that when represented in black, it would heavily use negative space to show the eyebrows and muzzle area in order to achieve the 'cute' look.
Converting Bitmap sketches into reusable vectors and matching fonts
The following screenshots showcase my work in Adobe Illustrator and Figma.
In Figma, I explored a wide array of fonts to identify those that either aligned with my initial sketches or visually complemented them. For the vector elements, I retraced my rough sketches as separate layers in Procreate and subsequently exported these layers as PNG files. I then utilized the image trace feature in Adobe Illustrator to vectorize each layer for integration into my logo designs.
What I sent to the client
I provided the client with a "Final" PDF presentation, featuring three logo options designed in black and white. At this stage, I emphasized the importance of focusing on the logo design itself, minimizing any bias that may arise from color choices. Each logo option is accompanied by a design system that includes font selections and a transparent application in black and white. Additionally, I showcased real-world use cases and examples of how each logo could be applied. Below are the options presented to the client:
Logo Option 1
Logo Option 2
Logo Option 3
Conclusion
For the Jack's Cat Cave project, the client selected logo option 2 because of its playful yet elegant combination of fonts—specifically "Mountains of Christmas" and "OverTheMoon"—which capture the whimsical yet sophisticated identity of the brand. The use of a bold, circular stamp with an optional curly border added versatility, making the design ideal for branding across various applications, including packaging and stamps. The black-and-white contrasts ensure that the logo maintains clarity and visual impact on different backgrounds. This logo effectively communicates the brand’s playful and welcoming atmosphere while maintaining a clean and professional appearance.
Selected Logo
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