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Hip Pups - full lockup | by atomicvibe
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Hip Pups - full lockup

Self-initiated project.


This is a logo for a completely fictitious entity named Hip Pups, which is the result of happenstance typographic exploration.


I was playing around with H and I letterforms set in Platelet, and, after placing the I within the H, I noticed that it started to look like a dog face. After some modification, and with the addition of a curved P for an extended dog tongue, the resulting typographic illustration spelled "HIP." I thought it would be fun to name this fictitious company Hip Pups, which could be a shop that sells high-end dog accessories. The Registered symbol is integrated creatively into the mark by spelling "RUFF!"


Click here to see the case study for this logo, which chronicles its development, and includes full design rationale, sketches, electronic roughs, and alternate designs.

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Taken on August 18, 2011