LogoSnob Case Study: K9 Dog Training Company
May 7, 2008
Company
“Who’s walking who?” is the tagline that sets the bold, in-your-face tone of this K9 training and product company. The company distributes a wide variety of K9 equipment, manufactures its own products and trains the working police and military dogs.
Target Market
A majority of the company’s customers are law enforcement and military – organizations that need well-trained working dogs for suspect detection and apprehension, narcotics and bomb detection, and military activities. This is an audience that requires reliability and quality, but appreciate a certain kind of attitude.
Creative Considerations
The company was looking for a symbol and logo that said, “these dogs kick-ass” – while portraying a military and/or law enforcement look and feel. We landed on black and dark red for appropriate colors. They required a dog to be in the logo – specifically a German Shepherd, Belgian Malinois, or a Dutch Shepherd. And they wanted the logo to portray the action between dog and trainer, much like the graphic on this t-shirt.
Testimonial
“a customer friendly company that listens to what you want. They gave me several concepts and made the adjustments I requested within the hour. I guess they just sit and wait for an email because that is how fast things happened. Good work at a very responsible price. If I have any other work to be done, I will seek them out. I would absolutely recommend them to my friends.”
