Unveiling Our New Logo and Branding: A Journey of Evolution and Innovation
Why the change?
I have to admit, the sketches pictured above are not my best work, and I am sure you would agree. These sketches are just some that I quickly jotted down while I was coming up with the rebrand for Better Collar. After some constructive feedback, I realized that the brand we are trying to build and the audience we are trying to reach were not consistent with the brand image we started with (I'm talking about the fluorescent green fonts, dark website, and logo made in Microsoft Powerpoint). We knew that if we wanted to one day make an impact on the world even a portion of that of Nike, Apple, or Starbucks, we had to at least have a brand as strong as theirs.
What's in a Name?
First, our team knew that in order to make a splash in the market, we needed a brand that would turn heads and make people say, "Whoa, what's that?!" So, we embarked on a journey to find the perfect name that would capture the essence of our company.
After hours of brainstorming (sometimes fueled by caffeine), we stumbled upon it: "Highland Hound." It was catchy, it was exciting, and it was fun. More importantly, this name puts our two biggest focuses front and center: "Highland" evoking a sense of adventure, and "Hound" reminding us what we do it for, our beloved dogs. With this name, knew we struck gold.
Out with the Old, In with the Bold
With a new name in hand, our team set out to revamp our brand identity. We wanted something that would make people do a double take and say, "Wait, is that the same company?!"
As founder of the company, it helps that my wife (who works in marketing) was also all in on our rebranding effort. Together, we crafted a logo that was bold, sleek, and simple; the Highland Hound Dog. Its simplicity reflected our clear purpose: To provide superior gear for your dogs and inspire human and pup adventure.
But we didn't stop there. We knew that a brand is more than just a logo. It's a feeling, an experience. So, we infused our brand with a healthy dose of style and brightness. Our website became much more inviting, elegant, and high-quality, to reflect our products.
The Moral of the Story
The story of our company's rebrand is a testament to the power of embracing change and quality. In a world full of bland, cookie-cutter brands, it's the ones that dare to be different that stand out from the crowd.
We feel that our core values of quality, innovation, design, ethics, and adventure are now better represented by our brand. A bold logo and name reflect how bold we are in our purpose. Quality is what we want to provide to all those we interact with.
My first sketches may not have been so good, but I kept trying new things. Just as those sketches improved over time, that is exactly what we want to do at Highland Hound. We want to take risks and make superior pet gear. We also want to inspire you and your pup to take your own risks and go on adventures!
Go out there and adventure!
-Victor (Founder of Highland Hound)
@HighlandHoundCo