The icon features a simplified Retriever-type dog (a nod to the brand's previous logo) with clear shape language, a selection of rounded (friendly) corners and negative space for added visual interest. The dog is placed with one paw up on a slanted platform to convey a sense of activity, energy and motion. The design stays clear of generic grooming and barber symbols.
The icon is complemented by a combo of traditional serif and modern sans serif typefaces. A simplified paw print serves as minor visual element alongside the year of foundation.

2023, 1-to-1 project.