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St George's Court,

St George's Rd,

Bristol

BS1 5UG

hello@fiora.agency 0117 321 1393

London

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52 Great Eastern St,

Shoreditch,

London

EC2A 3EP

hello@fiora.agency 020 7490 4399

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Fureal

After looking at many abandoned buildings in Bristol, we found an abandoned building on Gloucester Road which used to be known as The North Bristol Baths and was a leisure centre with a swimming pool. The building has been abandoned since the early 2000s now.

After looking into various community issues in Bristol and asking opinions of the locals on what cause and buildings would be most effective and suitable for this brief, we decided upon creating a hotel for stray dogs which will be employing homeless people to work there. This way we are tackling two problems, helping homeless people off the streets and into employment and re-homing dogs, whilst saving their lives and giving them a loving, secure home.

Research & Development

The idea of having a helping hand as an eye patch over the dog’s eye to show the love of a human and a dog in one logo.
We decided this could be a bit misleading as viewers could see it as a dog charity for dogs who have been abused rather than rescued to live in a hotel and with the intention to also help the homeless. We realised we needed a stronger, more solid idea.

We then had the idea of having a silhouette of a dog jumping up into the air shaped into an ‘F’ for Funeral. Other ideas we experimented with include a dogs head also shaping an ‘F’ and showing a sense of home (shelter over the head) and a dogs tail morphing into the shape of a house.

Once we have decided on the strongest logo idea, we will apply colour and experiment with text. We will then apply our final logo to visuals and mockup ideas and advertising for our brand.

Narrowing it down to some of our favourite logo ideas with our colour palette ideas.

Experimenting to see which look best

Experimentation with typefaces for ideas on text to add to the logo or identity.

Logo

Breaking down and minimising the chosen logo designs

Ideas for final logo generation

Change to Logo

We have discussed how suitable we think our original final logo design is and we have come to the conclusion that it is not legible enough, the F just didn’t seem to be clear what it was meant to be.
Since our discussion, we have come up with some different routes of ideas, two designs we think are the strongest and will further develop below. Fist of all, we sketched out any possibilities.

Mood board for our text in image logo idea

We decided the text name for out logo ‘Fureal’ wasn’t working well enough within the head of a dog as you cannot tell its actually a dog’s head straight away, so we decided to try a geometric dogs head idea using a minimal, contemporary approach. We did not want to fully scrap the idea of having the name within a shape of a dog, so we then decided to try it out within a dog’s body which we feel looks a lot stronger.

We will use one of these logos as our final logo after we have put together some visuals using both logos. We can then see which one we feel looks the strongest and finalise our logo decision and mockups.

The geometric head logo idea also links in with the meaning of a triangular style, meaning adventure and with this brand / charity being about starting a new adventure for the homeless and the dog’s we felt this would work well as a deeper meaning behind it.

Below is a list we created of who is taking on which roles for the visuals and brand mockups using both logos:

Different Variations for the Geometric Logo

Showing the logo so it also looks like a heart as well as being a geometric dog’s face

Brand Logo Visuals

Van for transporting the dogs and for walks and trips

App Visuals

Fureal app for sponsoring a dog and following their journey, news updates, events and games.

Postcards

Postcard front visuals for reverse side to show your sponsored dog photo

Updated van visuals

Finals

We have decided on our final logo which is going to be as above with the “Fureal” text in the shape of the dog. We feel this was our strongest logo in terms of the brand as a whole and the friendly feel it has to it overall.

After looking at the visuals we had made so far using both logo designs, we have decided to go with the type in the dog logo with the pastel colour palette. Our reason for this is because it speaks as a more friendly logo and we feel it expresses what the brand is all about the most.

Below are our final logo design visuals with our ethos, “Helping mankind & their best fiend”.

We have two logo styles for our brand identity, one with the full body of the dog for use in interior, van, posters, T-shirts and postcards etc. and one using the dogs head which can be used for signage, website, T-shirts act.