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An Institutional Logo Design

JFM was asked to create an authoritative brand identity for the education training body ‘Dairy Hoofcare Institute’ (DHI) targeting all hoof care training, contract hoof trimmers, vets and the professional sector.

To give the logo a feeling of trust and credibility we have designed the logo using a serif font. Serif fonts are traditional and promote feelings of heritage making them ideal to make brand identity feel ‘established’. Due to the fonts classical nature, it carries the feeling of trust and respect.

To accompany the serif font we have created a crest or shield icon. One of the major benefits of a crest icon is that the shape personifies an idea of safety and security that implies that a brand can always be trusted to provide its customers the very best service. The crest contains the hoof and heads of cattle to convey is special alignment to the dairy sector.

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