This is the original logo currently being used by Dog & Whistle. The design objective was to create apparel artwork for the Life Is Beautiful music and art festival which took place in September 2022 in Downtown Las Vegas.
My vision for this merch/apparel concept was to use what already exists within the original in order to build it as a system with playfulness and some pop.
There are two different puppies in the og logo, so I chose the one that is combined with the earth as the first option or to be used as part of the brand lineage. The bone represents the collar or as a bowtie from the original puppy.
In the ‘dog’ part of the original logo, is this puppy version. Because Dog & Whistle is also code language and a play on Dog Whistle, the fact that these faces are noticeable and hidden simultaneously allowed me to use this face of readiness or a kind of focused attention…like, ‘Serious pup cuisine’.
This is one idea sample. Front design of a hoodie. *It was 90-something in September, so this wasn’t final idea. I just like hoodies that much though. Simplifying the logo as a one-color option while the garment color substituted as the second color. This is also keeping in mind budget for a small business.
Back of hoodie with ‘Pups Are Beautiful’ to play on Life Is Beautiful.
Same logo on colorway I chose from the LIB branding theme.
…aaannnddd this is where we left off incomplete.