Part 1 – Strategy and Logo Design
Developing a brand that effectively represents your animal hospital can be challenging. It is important that the new logo, print pieces, and digital presence match the personality of your hospital. The new brand should also compliment your existing clients’ perception of your practice and attract your target new client base. Get a glimpse into the process of the marketing team at the Pet Partners Operations Support Center as we outline what this exciting process entails.
Phase 1: Defining Value
Hamilton Animal Hospital, located in Hamilton, NY, is a full-service pet care facility. They are proud to provide a range of services to help your pet through all stages of life. Some of their services include puppy and kitten checkups, wellness exams, surgery and dental care. The Hamilton Animal Hospital Practice Manager, Pam Palmer, was the lead contact on this project. We talked with Pam to discover what makes Hamilton Animal Hospital special and what their customers value. These guiding concepts are the backbones of the new brand.
- Family & Community: Hamilton Animal Hospital welcomes your family and their caring staff makes your pets feel like they never left home.
- Gentle Care: The staff at Hamilton Animal Hospital provides the best care with a special focus on comforting your pet.
- Practice Type: Hamilton Animal Hospital is a general practice that does not offer emergency services.
Phase 2: Discovering Opportunity
It was now time to do an audit of Hamilton Animal Hospital’s existing brand. We reviewed the physical items: the logo, printed handouts, website, and social media presence. Next, we thought about Hamilton’s clients: who are they and what do they think about this practice? Finally, we took a step back and reflected on if these brand touchpoints matched their guiding concepts.
This strategic thinking lead us to the conclusion that Hamilton Animal Hospital needed a revolutionary logo redesign. Instead of refining existing elements, we would wipe the slate clean. This would allow us to create pieces that aligned with their guiding concepts. A proprietary logo, as well as consistent collateral and a unified message and tone, were on the top of our list.
Phase 3: Delivering Excellence
After months of strategic development, we are delighted to showcase Hamilton Animal Hospital’s new logo. The emotive and round typeface compliments the active cat and dog silhouettes. This movement creates a fun, approachable and friendly tone. The blue and gray primary color palette feels appropriate for the general practice section of the veterinary industry. The colors also exude trustworthiness and a sense of community. Additionally, the new logo is modern, fresh and original. We are confident this new logo will help Hamilton Animal Hospital stand out amongst their competition and attract new clients.