PAWSitively Obedient Logo Design
At Design Refinery, strong brand identity starts with understanding the people behind the business. Every logo carries a story, and the goal is to translate that story into something clear, recognizable, and built to last.
This project focused on creating a new logo for PAWSitively Obedient, a professional dog training business built around relationships, trust, and consistency. The project also held a personal connection for our studio, as PAWSitively Obedient happens to be the dog trainer of our Chief Office Pup. That familiarity gave us a clear understanding of the care and professionalism that define the brand day to day.
In May of 2025, ownership transitioned to Janice Gifford, ADT, marking a new chapter for the business. The goal was not to reinvent what people already trusted, but to create a logo that felt current while still reflecting the personality and approach that made PAWSitively Obedient recognizable within the local community.
That approach is part of what defines Design Refinery. The work is never templated or built from a predefined style. Every brand comes in at a different stage, and the process adapts to where they are and what they need. Some arrive with a clear vision, others need guidance in shaping one. The role of design is to listen first, then offer direction and experience so the outcome feels strong, considered, and authentic to the business. The goal is always to create something the brand can feel confident standing behind long after the project is complete.
“Design Refinery® was able to create something new and bold while keeping it personal.”
From the beginning, it was important that the dogs felt real. The logo was developed with a focus on detail and personality so each dog would feel recognizable while still being lightly stylized. The intention was to avoid anything overly cartoon like, instead finding a balance between realism and clarity. The mark needed to feel personal while still working cleanly across apparel, training materials, signage, and digital use.
Brand Tool Kit
The dogs themselves are central to the story behind the business. Jackson, the brown and white dog centered in the logo, was the dog that first led Janice into her career as a dog trainer. The two additional dogs, Kira and Angus, belong to fellow trainers who became connected through shared challenges and the experience of working with reactive dogs. Over time, those experiences brought the team together and shaped both their professional paths and the collaborative spirit behind PAWSitively Obedient.
From a design standpoint, this meant balancing individuality with cohesion. Each dog needed to retain its own physical traits and personality while still working together as a unified mark. The final logo allows those details to come through while maintaining the clarity and usability needed for long term brand use.
In addition to the primary logo, a simplified wordmark was developed for situations where the full color mark would not be practical or where space is limited. Building flexibility into a brand system is important, especially for local businesses that rely on a wide range of applications. A brand needs to work just as well in small or single color uses as it does in its full expression, allowing the identity to remain consistent across real world use.
To round out the development, a supporting wallpaper and a set of stylized icons were created to complement the logo and wordmark. These elements extend the identity beyond the primary mark, giving the brand additional flexibility while maintaining a cohesive visual language across marketing materials, digital use, and everyday applications.
Apparel
Flyer
Dog training is built on trust. People are not simply choosing a service, they are choosing someone to work closely with their pets. The identity needed to reflect that balance of warmth and professionalism. The result is a logo that feels approachable and personal while giving the business a clear and confident foundation moving forward.
At Design Refinery, projects like this reflect how we approach brand identity work. Every business comes in at a different stage, and the goal is always to create something thoughtful, personal, and built to last. If you’re at a point where your brand is evolving or needs a clearer foundation, we’re always open to starting a conversation.
If you’re at a point where your business is evolving or you’re looking for a stronger foundation for your brand, we’re always open to starting a conversation. You can learn more about Design Refinery or get in touch!
