Pinnacle Pet UK
Pinnacle Pet Group, one of Europe’s largest pet insurance and service organisations, came to me with the brief to create a distinctive visual brand for the UK branch of the business: Pinnacle Pet UK.
The UK branch is a business to business brand. The brief was to communicate values of trust and expertise and to explore varying degrees to which the new brand emulated the parent company.
In utilising a similar device of the heart nose and smile, and integrating it within the brand name, we can create a visual relationship to the parent company, whilst continuing to put happy pets at the heart of the brand.
The simple sans serif typeface has rounded curves echoing the fluidity of the smile, contrasting with straight edges, ensuring a friendly, yet authoritative tone. The upward infliction of a smile is reflected in holding shapes on the website and in internal presentations.
The colour palette of blues, white and an accent of red is evocative of the Union flag of the UK, differentiating it from the parent company whilst remaining trustworthy.
In isolating the smile and tweaking the expressions of the eyes, we are able to bring a more light-hearted side to the design, which can be used to show the brand’s joyful personality in internal stationery and signage.
I worked directly with the client and was personally responsible for the initial strategy, initial concepts and development of the logo and brand world through to the creation of the Brand Guidelines and final assets. The design was then taken in-house to further develop: create the website and launch the brand.
