Heart On Studios
The folx at IPFP weren't quite ready to say goodbye to their longtime mascot, but their logo needed some grooming. Enter the logo refresh: <buzz><buzz><snip><snip> and Doggo is ready for his close-up.
This is the rationale between the visual and typographical elements of the new mark.
Paring it down to its primary message and carefuuly adjusting the typography makes for a clean, modern, and dynamic look—all while retaining its history and personality.
The Golden Mean is a mathematical ratio commonly found in nature. Using it as a foundation to build on, can yield organic and natural-looking compositions that are balanced and pleasing to the eye.
Using the square and circles from our golden ratio master shapes, we now have a grid for the heart shape.
Even though Doggo is our most salient shape, the heart is the anchor that holds all other elements together. It needs to both support and balance the composition.
Our beloved Doggo needed to stay as close to the original as possible. We rebuilt it using golden mean circles to create the grid and keep the overall shape smooth and flowing.
Don't you just wanna <boop> that nose?
Isn't it neat how a circle fits nicely inside another circle? I know! It seems obvious, but basic building blocks is what a good structure is made of.
Peace. That's it. PEACE.
Finding the perfect typeface that can complement, tie together, and anchor a dynamic and asymmetrical design takes patience, research, and a whole lot of trial and error.
Ah, the pièce de résistance. Tying it all together, anchoring the mark, informing the audience, and sending some approachable, friendly, and tail-wagging vibes is the logotype. Good boy!
It may look confusing but it's really an organized group of layers that can be stacked or unstacked accordingly. Each single element of the grid keeps the Golden Ratio of 1.618 in relation to one another. Simple, really.