I wanted to create a dog genealogy business that displayed friendliness and class. My intention was to create a simple logo design that combined the concept of royalty from my company name and pair it with genealogy. I decided to establish this relationship by creating a vector driven dog wearing a double helix crown. I strived to make a logo that viewers would associate royalty and dog genealogy with. Figuring out the line quality and the kind of dog to make was my toughest task.

When expanding my brand I wanted to continue to explore the concept of royalty and genealogy. I ended up creating a vector driven family shield containing a double helix strand vertically. I wanted my company to feel like a collective community of dogs and dog owners rather than a means to an end and just a product. Creating a family shield reflects the ideology that I want of unity in my company. I also created a pattern of a crown and shield to reflect royalty and genealogy cohesively. In my business cards I created vector driven icons that match the stroke weight and quality of my logo. Furthermore, in my brand packaging, I implemented two different kinds of packages. One with an entire dog profile kit packaged in the family shield box and one without. Every kit contained a swab kit and prepaid letter. Once the owner collected their dog's DNA and sent it back to our lab, they would get a full analysis of their dog in just one week.

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