Paws and Claws is a fictional holistic animal clinic. Paws and Claws Holistic Animal Clinic serves all types of furry friends from cats and dogs to exotic pets. They specialize in natural care and services such as pet massage and acupuncture. At Paws and Claws Holistic Animal Clinic, they understand that your pets are valued family members. They offer alternative and natural medical care that does no harm to your pet. Paws and Claws Holistic Animal Clinic customers are pet owners who would go the extra mile seeking natural remedies and care for their pets. 

The Paws and Claws Holistic Animal Clinic logo is a simple design with bold, earthy colors and shapes that will stand out and grab the attention of pet owners who are looking for vibrant holistic care for their beloved animals. The three colors represent nature elements: water, plants and earth. According to an article on Art in Context, earthy tones “are generally seen as friendly, warm, reassuring, comforting, and welcoming.”(1) The icons in each circle represent the key elements of the service: health, nature and animals. The wave design on the stationery reflects the same three colors with reduced opacity. The wave is visually flowing which also supports the aspects of whole body and mind holistic health such as acupuncture and massage, two of Paws and Claws Holistic Animal Clinicʼs key services.

The Poppins font, “designed by Ninad Kale,  is the pure geometric sans-serif typeface that was designed for free so that it can be used worldwide. In this typeface, you will find beautiful and eye-catchy curves and along with that, this is also being used as a web font.” (2) To increase the prominence of the business name, stroke and tracking was added to the font. Poppins is paired with American Typewriter which represents the clinical component of the service. 

The icons in each circle were created using the curved pen tool in Adobe Illustrator. The complementary color palette was developed with the assistance of Adobe Color Wheel. The circles provide rhythm and unity to the logo and the curved and straight lines on the stationery pieces balance the logo without overpowering.

Pet owners of all ages want to ensure that they are bringing their pets to trusted professionals who will love and care for their animals. The Paws and Claws Holistic Animal Clinic design has a fun feeling while also remaining professional and inviting.

(1) Lewis, C. (2022, July 29). Earth Tone Color Palette – Creating and Using Earthy Colors. Art in Context. https://artincontext.org/earth-tone-color-palette.

(2) BE Fonts. (n.d.) Poppins Font Family. Befonts.com. https://befonts.com/poppins-font-family.html.