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We fought sameness by...
turning a DNA test into a relationship builder

An image showcasing various DNA My Dog toolkits.
DNA My Dog

Rebranding

Why do they tear apart my furniture? Or love barking at birds? And what’s with all the farting? DNA My Dog is a genetic testing company helping pet parents answer their burning questions. For their rebrand, we connected the dots between DNA science and dog breed traits. The new identity is based on a system of dots, representing the foundational pieces of genetic information. The redesigned logo of a friendly dog is made up of five proportional dots, which symbolize the code that makes up a dog’s unique DNA. Bright primary colors and playful photography introduce the emotional side of pet ownership, while a quirky and energetic voice makes genetic science less intimidating.

office
  • Toronto
discipline
  • Advertising
services
  • Brand Identity System
  • Brand Transformation
An image of the DNA my dog logo against a green background.
An image showcasing DNA MY DOG brand guidelines.
An image showing how dots and photography work together
An image showing the design idea behind the dots.
An image showing how the dogs create the new logo.
DNA sequencing technology is crucial in determining the unique breed make-up of every dog. We conveyed the pattern of a DNA sequence as a simple dot shape, turning it into the cornerstone for our entire brand. The “dog” icon in the DNA MY DOG logo is made from dots of different sizes to represent the varied DNA makeup of a mixed-breed dog.
An image of business card designs.
An image of DNA my dog packaging.
An image of DNA my dog packaging.
An image of DNA my dog packaging sleeve.
An image showing results of DNA my dog.
An image showing DNA my dog design documents
An image showing DNA my dog social images.
An image of the DNA my dog website.
An image showing the design idea behind the dots.
An image showing how the dogs create the new logo.
DNA sequencing technology is crucial in determining the unique breed make-up of every dog. We conveyed the pattern of a DNA sequence as a simple dot shape, turning it into the cornerstone for our entire brand. The “dog” icon in the DNA MY DOG logo is made from dots of different sizes to represent the varied DNA makeup of a mixed-breed dog.
An image of business card designs.
An image of DNA my dog packaging.
An image of DNA my dog packaging.
An image of DNA my dog packaging sleeve.
An image showing results of DNA my dog.
An image showing DNA my dog design documents
An image showing DNA my dog social images.
An image of the DNA my dog website.

We wanted to create a brand that reinforces scientific credibility while reflecting the deep love found within pet owners’ relationships. The result is a design system that balances the technical authority of genetic science with the playful and quirky nature of our dogs.

Stephanie Yung, Chief Design Officer, Zulu Alpha Kilo

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Brooklyn, NY 11249 United States

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