A friendly re-brand with a wag in its tail

The Border Collie Trust first approached us for a portable exhibition display stand, but this developed in scope and led to a complete re-brand.

Brief

No clear guidelines were set; the only key requirement was to incorporate the green used on their current website. Our brief was to create an identity that projected the fun personality of the Trust, while maintaining the level of professionalism required for the charity.

Solution

The only element we had to completely redesign was the logo; this featured a generic Border Collie and ‘Tarn’, their corporate poster dog.

We used a combination of illustration and a soft colour pallet and purposefully hand-sketched the background to capture the fun personality of the dogs. It also created an image that immediately focused and reflected the importance of what the Border Collie Trust do.

This was further emphasised using a custom font, which gave the text a 3D effect to make it look both fun and original. We placed the main image in an outdoor setting and gave it depth by applying a gradient to the green hills and blue sky.

We produced mock-ups to show how this new brand identity would work on letterheads, compliment slips and business cards. The new brand was used on a Twist graphic display system for Crufts which was well received.