I was tasked with redesigning the old Sly Pup logo and creating a new identity for the company. Before, the colors were just black and white and it was too stark and the logo itself was not clean. It also didn't accurately reflect that the company was a production company, it just shared the dog theme with the name.
We wanted shirts that the crew could wear when working so they had to be black, which is standard for production crews, but still have some modern company identification on them. Since the company is based in Michigan I also designed hoodies for them to wear for those extra cold days.
Below are some of the ideas from the process. I started by removing the circle from around the logo because it wasn't adding anything necessary. Then, I cleaned up the paths so that it didn't look like the dog had chased a treat into a blender. After that I wanted to play around with color and experiment with less intense grays and find a place for an accent color.
The Josefin Sans font was chosen already and I felt worked well with the direction the logo was going. Originally they wanted a thin version, but after talking it through a bolder style was decided on for a sturdier look. Going with a nice red accent was a good choice to align with a production company since red represents the recording light color. Matching that red with a nice slate gray gave the whole look a sense of quality that portrays the kind of content that the company produces. The final addition of the frame corners adds a nice touch to act as a reference to photography and video as well.
