Good Dog

Brand Identity

Brand identity for an online platform that connects high-quality dog breeders, shelters and rescues with potential owners.

Adopting a dog is a major life decision, yet the process for potential owners can be challenging. Good Dog is a new online platform that helps people find the right pet for them and become great dog parents with useful advice, convenience and transparency. The site connects owners with high-quality, pre-screened breeders, shelters and rescues they can trust and offers guidance throughout their life with their pet.

The pet dog market is notorious for being unregulated and confusing. Good Dog has set a new standard for the industry through its digital platform. Not only does the site help people find the dogs they want, it also provides sellers with an outstanding back-end CRM system to help manage their business. 

Pentagram has developed a brand identity for Good Dog that is warm, friendly and joyful, with a clean, clear design that conveys the platform’s trustworthiness and ease of use. The playful look and feel of the brand captures the joy of dog ownership and the bond between dog and owner.

The Good Dog logotype transforms the ears of the lowercase “g”s into dog ears, customized from the modern serif Noe Display (designed by Schick Toikka). Primary typography is set in GT Walsheim, a geometric sans-serif (designed by Grilli Type) chosen for its quirkiness, and the principal color is a bright, vibrant blue.

Colorful, well-curated photography of various breeds is combined with graphic “stickers,” a series of custom icons representing dog toys, houses and emotions. Simple illustrations of dogs having fun with their owners also bring the brand to life.

Good Dog
Professional Services
Brand Identity
New York
Natasha Jen
Project team
Joseph Han
Ji Soo Eom
Ena Yun
Edan Esinly
Alex Klein
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