Project Summary
The South Main Veterinary Hospital is a new vet practice opening up in Sutter Creek, CA. A family friend of ours (and the founder/principal veterinarian) hired me to design a custom logo for her new business. She wanted the logo to be approachable and friendly, while still conveying a professional tone. It also needed to reflect what the business was all about: helping and healing sick pets (primarily dogs and cats). I chose to convey these themes through script-based typography, minimal graphics, and a relaxing blue color palette.
Role: logo and branding designer
Tools: Illustrator, Adobe Photoshop
Initial Design
Early sketches (before the business name and location were finalized). I wanted the logo to have a friendly, hand-made feel. Early sketches leaned on free-flowing lines and a range of stroke thicknesses.
Initial Logo & graphic Standard
Teal accent colors add character to the dog and cat (and reinforce the warm, hand-made feel of the original sketch).
Exploring inverse colors and positive/negative relationships helped to test how the logo may be used on dark-colored scrubs/medical apparel.
Final Graphic Standard
Midway through the design project, the vet clinic was re-located to a charming brick building at the heart of historic Sutter Creek, CA. As a result, the logo needed to change in order to include a more old-timely look and feel. I chose a script-font (similar to calligraphy) and paired it with a display serif allude to vintage signage. I also designed a version with a decorative border so that it could be used as signage posted onto the brick exterior.
Final Design
