As a business that provides natural medicinal remedies to pets of all breeds and species, I chose to emphasize the “and” within the brand. The final product features a caricature of an ampersand with animalistic elements, maintaining a rounded unity between the words and symbol. This becomes the branding mark of the company, able to stand alone and speak to the wider connotation of its animal clientele. The simplicity of the ampersand allows interpretation to extend to other species indirectly. 

The typeface is in all lowercase so as to be more approachable to customers. The brand should represent the level of care and tenderness provided for pets, so it strays from using overbearing uppercase letters. To offset shorter letter height, the typeface selected fills the space with its bolder weight. However, the weight adds affectionate intent rather than simply commandeering the space. 

The full color version features the company's Persian Blue and Herbal Teal. The branding mark, the ampersand, features a gradient that transitions from Herbal Teal on top, to Persian Blue on bottom. The dichotomy of the two blues blends together to form an amicable pair that can be easily sterilized with white in any given space.

The logo is designed to appeal to the general public, with the primary focus on the target demographic being upper-middle class clients. The attentiveness they seek should be represented upfront in design.

The logo is optimized for both print and digital application, with examples of stationery included within this branding manual. Appropriate logo usage is important for the brand because it maintains a high level of recognition. Using the logo inappropriately, or in ways that would hurt recognition, may lead to lack of customer commitment.