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Petco Project
Project Type
Branding, Advertising, Identity, Systems
Date
2023
Full Proposal Book
Award Page
Starting with UPSCO from 1974-1979, Petco first used many animals to identify their brand during the name change in 1979 as they focus more on animal supply. Petco then created their iconic red cat and blue dog in 1989 that stayed for years
until its 2020 rebrand. As time went by you can recognize the change in visual systems as they changed both type and icon several times, simplifying along the way.
In 2020, Petco changed aspects of their identity going from colorful and friendly to more of a corporate feeling. The tagline was also changed which left many people wondering why it was done.
- The goal would be to revamp the current icon used by Petco for a while
- Add back the friendly feeling of the company
- Tagline change, it is not descriptive enough of what the company really stands for
