In 2020, Nestlé Purina decided to explore a refreshed global visual identity system, after over a century of the classic nine-square checkerboard logo. The brand requested that we retain the key hallmarks of the current logo and embody the brand’s goals of driving trust and differentiation in a modern, compelling way. The key takeaway is that Purina Brand is modern, trustworthy, intuitive, and iconic.
This design is conceptual and did not move forward into market.
Checkerboard logo est. 1902
Brand as Inspiration
In a world that is more unpredictable than ever we seek brands that are multi-faceted, just like we are. Ones that we believe hold true to their values yet push forward to pave the way for new thinking and higher purpose.
Rooted in the iconic 9-square, yet suggesting so much more.
Arrows, steps, a bird in flight, as well as what those images represent: momentum, progress, possibility and, in our case, a brand that’s evolving—and boldly so—to do more than ever for pets, the people who love them, and the planet we all share.
Primary & Secondary Logos
Brand Icons
