Love Ted, a hub for all things dogs, from treats to toys.
From August 2018, I worked with Love Ted for just shy of a year, first creating their brand identity and Shopify site. Owners Louise Menzies and Joel Winter were recommended to me by a previous client and expressed their interest in having me design their logo and develop their online shopping site.
We quickly developed a strong business relationship and started working on what would be one of the leading dog based brands on the market today.
Louise and Joel were keen to develop a strong, distinguishable brand identity and so we started with early concepts including dog bones and heart symbols.
The couples dog, Ted, is a 3 year old cockapoo and forms the backbone of their brand. My initial thoughts after meeting the three of them were to develop a logo using the orangey tones of Ted’s fur.
Along with the main identity, Love Ted were keen to have us develop an accompanying, signature based mark. This would ideally be used on product packaging when sending out their orders, on stickers and address labels.
Comparing the early main identity to competitors such as DoggTreats and BusterBox, it was evident the logo lacked some personality and identity.
So, I took a step back and evaluated the brand name in full. It’s simple yet effective. You want to fall in LOVE with Ted and the products the company is offering. Ted was and still is the main focus of the brand and so a direct link to the name and its background should be used to create the logo.
Seen above, a rejected concept based around design one. Switching from an outline design to a full, rounded graphic. The rough edges were added to symbolise Ted’s fur.
This logo shouts
Although Louise, Joel and I all agreed that the above concept captured the identity of Ted better, it still wasn’t quite right.
After some back and fourth with the above design, it was perfected and is pictured above. This was ultimately the design Louise, Joel and Ted opted for. It’s clear where the links in the chosen identity come from, with the heart linking to ‘Love’ and the dogs paw linking to ‘Ted’.
© 2020 Daniel Minter