Wag

RebrandVeterinary consolidators get a bad rap. Vets see them as profit-hungry vampires who suck practices dry of personality. Heartland Veterinary Partners isn’t like that. As a vet-founded business, they understand that what makes a practice special is what makes it successful. When they needed a new logo, we strove to create a mark that reflects their vet-friendly approach and reassures doctors that Heartland doesn’t want them to change, but to thrive.

An opportunity: The landscape of veterinary logos is a sea of sameness. Silhouettes of cats and dogs, medical crosses, hearts, and stethoscopes abound. Color palettes rarely deviate from blue, green, and teal.

To break through the noise, we paired a friendly script font with a stylish shade of gold inspired by animal fur. The finishing touch that brings the idea to life: With just two extra strokes, the “d” in “Heartland” becomes a cheerfully wagging tail. The logo conveys motion and emotion in its static form, but it also lends itself to a joyful animation that greets users on the Heartland website and in branded video content.

It's the kind of simple, memorable visual idea that strikes like lightning. The moment we saw it, we knew we had a keeper, and when we shared it with the client, their eyes lit up. For a brand that’s bringing heart to a cold, corporate category, a soulful logo goes a long way toward bucking expectations.