Vet Recovery Systems
Full Visual Identity Package
May 2019
I worked with an entrepreneur to create a full visual identity package for a veterinary acquisitions company.
After establishing a basic brand strategy, a statement of differentiation was crafted and we agreed on the following guiding principles: quality, quick recovery, leaders, mobile, reliable.
About the Visual Identity
The logo consists of a dog representing a friend and rescue. The canine is in an alert stance, ready to sprint at any moment and run to help. A reference of a subtle “V” or checkmark in the background speaks of the process clients will go through – expecting a downfall during adversity before VRS comes to re-mediate the situation. The detail visible in the coloured version shows a downward pointing background graphics as a foreshadow to an alternative, negative path if VRS was not there to help. This background can also be seen as a secure grid, supporting the upward movement.
Enclosed in circular shape to re-enforce a feel of agility and mobility - key values of the brand. Overall, this identity has a bold, minimal, angular style.
The main font used for the wordmark, Aquatico, is a modern, wide an d confident sans-serif. Its friendly demeanor comes through the slightly rounded counter spaces and dynamic strokes.
Full Brand Standards
Below is the full brand standards package developed, including secondary visual language (pattern, graphics elements, iconography, photography and photo treatment).
Communications
Various communication pieces were put together to give the business a kick start -- business cards, presentation template, and website visuals.
