Animated logos and kinetic typography can engage and delight viewers, but they can also add meaning to a design. A new logo design for a dog accessories brand is a fun and playful example, and it shows just how effective kerning can be in type-based projects.
With a reversed initial 'f' and an apostrophe to create a waggling tail, the Fluffle logo shifts form to create the impression of different breeds of dogs. And it was all inspired by the concept of a hug. Aww.
The animated Fluffle logo takes the shape of different breeds of dog (Image credit: Fluffle / Oddity Studio)
Oddity Studio says its branding and logo design for Fluffle was inspired by the idea of a "tight hug with your furry friend". For the logotype, it used Extraset's ES Peak Rounded but applies extra-tight kerning to convey that idea of a hug.
"When we pushed the boundaries and tightened the hug even more, we got intro the territory of glyphs moving up and down from the axis and form shapes reminiscent of different fog breeds," the studio says.
Other messages are used in typography that uses kerning to create the idea of a hug (Image credit: Fluffle / Oddity Studio)
Meanwhile, it used textured papers, emboss and colour accents in the packaging design to reflect the quality of the handmade leather accessories. Coloured papers match the brand identity colour scheme, which uses a primary brown joined by accents in lilac, rust and pale pink. "We were looking to create tactile, sensually reach unboxing experience, caring about details, as the dog owner does about their pups," Oddity explains.
Fluffle's packaging design is inspired by materials used in its products (Image credit: Fluffle / Oddity Studio)
The logo design is cute and fluffy like many rival brands, perfecting complementing the brand name. But the clever, playful use of typography makes it feel more original and stylish and less derivative, which is echoed in the elegance of the packaging designs.
Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.
