We received excellent, artistic, original designs by Giu. The designs were nicely shown on marketing collateral which was helpful.
How TopDog started their logo design journey
Raw Food Sources for Dogs and Cats
Raw Food Sources is a start up web resource for people who feed their pets raw meat or who make their own pet food from raw sources. Its main feature is an online directory of raw food suppliers. These include butchers, farmers, and manufacturers of frozen raw blends. We hope to encourage more local organic farmers to make some of their products available for pets. The site will also include information about canine and feline nutrition, how to decide what to feed your pet, and the various types of foods available. Green tripe anyone? How about some raw meaty bones? turkey necks? chicken backs? whole rabbit? veal heart? beef liver?
Tell us a bit about who you are and the people you reach
Pet owners who feed raw or prepare homemade food for their pets are exceptionally dedicated to their pets' health. Most see their pets as family members and focus on quality, rather than price alone, when choosing pet foods. The demographic tends to be female, and relatively affluent.
We are also targeting the "local" "green" "sustainable" market and will include advertising from "natural" pet care businesses that offer supplements, toys, etc. We want to become a trusted resource for accurate, impartial information on what and how to feed your dog or cat for better nutrition.
A logo that conveys we're referring to raw food for pets rather than people
"Raw Food Sources" is the title; "for Dogs and Cats" a subhead or tagline
Sophisticated, simple, and "cool" but with a touch of humor (pets are fun!)
Avoid cartoony dogs and cats; it's not a juvenile market
UPDATE: I should clarify what pets eat on raw food diets. Mostly it's raw meaty bones. For example I cut up a whole chicken and feed the pieces to my dog. He eats bones and all. Raw bones are good for them; cooked bones are not. See the list of other types of food above. Think carnivore. Think wolf eating his prey. Raw fed pets generally don't eat kibble; so dry food images aren't appropriate for this logo. I think food bowls are probably a bad idea too.
UPDATE 2: I generally prefer more modern web 2.0 type fonts and simple designs with a unique symbol.