Cuteness was pivoting from a website for sharing cute photos of pets to a resource that pet owners can rely on for professional, accurate health information. To that end, they wanted a brand refresh to match their new positioning.
I redesigned the logo with custom letters that embody traits in line with the client’s desired perception of the brand. To shift away from the previous logo’s bland sans serif, I pitched serif letters for professionalism as well as higher-contrast weights for just enough personality.
