We want our logo to involve a happy dog (actually, up to three) doing some kind of activity — hiking/backpacking, frisbee, jumping or doing a trick. The companion human in the logo is optional ;)
The graphics of the logo should either be located to the left from the company name written in clear strong typography, or be a part of the word mark (as seen in the logo of “Premier” brand in the attached reference file).
We want the logo to look fun and sporty (not just cute with no message), appeal to outdoorsy people, and feel competent and reliable.
We are looking for a clean, yet not oversimplified logo design made in solid colors and/or outlines. No gradients, web 2.0 or 3D effects — the logo should look good in a B/W variation, too.
All that said, if you feel strong about a particular design idea that doesn’t precisely follow these guidelines, please give it a try as well. We value your expertise and creative vision!