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Pups Logo Design – Challenge 15

By Chris San-Claire

Mar 29, 2018

Pups Logo Design Brief

Pups is a new online subscription service focused on dog food, toys, and medicine delivery. Our users sign up for weekly or monthly delivery of premium dog food straight to their door!

While a vast bulk of our subscribers are for dog food, we also deliver toys, treats, and medicine. We do not want our logo to focus on dog food but more around dogs/puppies!

For the Pups logo, we require the text “pups” as well as either a separate or integrated icon of a puppy or dog(s). We are so excited to see what you come up with!

Leah Duncan

Using Negative Space

Negative space logos can be complicated to pull off, but if done right, they can be mighty! Some examples of negative space logos include the arrow in the FedEx logo, USA Network logo. Do an online search for negative space logos to check out some remarkable examples.

You can try to write/type out the letters of the brand with varying styles, uppercase/lowercase, and search for opportunities to fit an image into the negative space of the glyphs or in-between the glyphs. This logo has many possibilities with the letters P U P S for negative-space should you want to try it!


From Thirty Day Logo Challenge – LogoCore


The client requirements are clear the word pups with the additional icon of a dog or puppy. Although the company mainly sells food they do not want to be limited in its logo with any symbols or mean food as not to restrict their image to selling dog food only.


Dog, Puppy, black and white, negative space, gentle, smooth, appealing.


The start of the logo idea to go negative space is the direction given to the additional notes when researching the number of images containing dogs where vast. The need to stand out from the rest was critical, especially with the negative space icon. Whiles sketching the realisation of how hard is to create a negative space that can be recognised at first glace. The final logo idea choice was to match with the chosen typeface with a curved font that would create a gentle, appealing logo.


I am content with the final logo, finding the right dog silhouette so it could be instantly recognised is the key to make it differentiate from other competitors on the market.

Pups Logo Design Embossed Logo


Pups Logo Design Shop Signage


Pups Logo Design  Care Product and Treats

Pups Logo Design Care Product
Christopher San Claire

Christopher San Claire

Graphic Designer

Chris San-Claire is the founder of the graphic design studio Nuision Designs. He helps brands grow & get results by crafting distinctive logos & brand identities, backed by strategy.