The brand evolution of KNGF Guide Dogs

Flexibility and sustainability

Over time, the KNGF Guide Dogs brand has become somewhat fragmented. Essential brand elements, such as a recognizable icon and illustration style and clear photography guidelines, have not been fully developed. Therefore, the focus is now on strengthening the visual communication around assistance dogs in the broadest sense. In addition to guide dogs for the blind, KNGF Guide Dogs now also offers ADL assistance dogs for people with physical disabilities and PTSD assistance dogs for veterans and former service members.

This evolution calls for a brand identity that reflects the versatility of the organization. ADL assistance dogs support people with physical disabilities in their daily lives, while PTSD assistance dogs are specifically trained to help people with post-traumatic stress disorder. Both types of dogs serve different roles than guide dogs for the blind, but share one common goal: fundamentally improving their owner’s life. This aligns with KNGF’s brand promise: “Together pushing boundaries,” where the dogs make a real difference in someone’s life.

A flexible and renewed Brand System

To make the brand more flexible and future-ready, we have revamped the color scheme of KNGF Guide Dogs. The primary colors purple and yellow continue to play a central role but are complemented by a functional secondary palette that provides a fresh, modern look, sometimes with a more activist tone.

In addition to the color development, we introduced a new illustrative style that depicts the life stages of the guide dog. This style is carefully designed to visually connect with the brand story. It starts from the puppy stage, goes through the training process to independence, and ends with the dog’s retirement. The typography is friendly and recognizable, supported by activating buttons that enhance the brand experience.

Sustainable implementation for a future-ready Brand Experience

The evolution of the brand will be implemented in phases and a sustainable manner. This ensures that KNGF Guide Dogs is prepared for the future and continues to contribute to the well-being and independence of people who need an assistance dog.