Tosie
Steve Jacobson came to me through a referral, and I had been helping him with his company, Appinium. One day he told me his kids wanted to start a forever home effort for rescue dogs, and that he was using it to teach them what it actually takes to start something. I told him absolutely, let us go, this is the kind of thing I love doing.
They had drawn the logo themselves and the company name is a mashup of their own rescues, Teddy and Rosie. This was their vision and it was rad! I needed to create a logo for them respecting that.
So I created a couple of options for them to react to and Steve showed them. I got some feedback, did another pass, and when looking at the project and the mark, I simply went looking inside… it is all about their rescues and the name honoring them was what mattered. I tried a few things like taking the heart out of the chimney over the name, and that did not land. The heart of this whole thing is the rescue dogs, so the heart became a paw print.
I wanted the typeface to keep the fun raw childlike essence and still stand on its own. So the name came off the house, where it sat like a nameplate, and moved out front with a signature paw print over it. We kept the house version as well.
They picked the red one lol. I put together a style guide and a brand package, and they were off. Steve took it from there.
It is a 501(c)(3) now, run by children, selling bracelets for the dogs still waiting. The Daily Breeze covered their first sale in Manhattan Beach. There is no showboat metric on this one. The metric is tenacity, and it belongs to them.
