Visual Identity for Downward Dachshund

Visual identity design for a dachshund breeder out of the PNW who values community building and compassion for their dogs. I crafted a full brand identity including a logo suite, custom illustrated icon, color palette, and typography recommendations. Their logo features a stencil-style font to allude to their playful nature. The ascenders of each ending "d" were flipped to the right to allude to the wagging tail of a dog. Their custom icon was hand illustrated with their logo and type suit in mind, and its style mimics the open-strokes and curvature of the brand's primary font. The dog icon itself is symbolic of a dachshund in the "downward dog" position, to allude to the brand's name.