Kyle Keenan’s Portfolio
Ruff Grounds Logo Design Direction
I worked with a graphic designer to home in on a new brand logo, wordmark, and typography for the Ruff Grounds Coffee brand. // Individual Role: Providing Creative direction for mood, intentional design details, color design, and all revisions leading up to the final versions. // Graphic designer's role: Creation of each logo and wordmark based on feedback and comments provided for each revision round.
Details
The final logos and assets give Ruff Grounds versatility for use and a clear visual connection for coffee & dog lovers.
The house logo utilizes a dog-shaped negative space that is symbolic of the moment you arrive home and are greeted by your dog — a universal experience for dog owners and an ode to the feeling Ruff Grounds wants to replicate with their products.
Showing the Wordmark House Logo in basic black & white colorways — ensuring these logos can show up properly on any background.
Process
The original Ruff Grounds logo. This logo was busy and lacked a clear visual connection between coffee and dogs.
The Idea was to create "your dog's favorite logo" by utilizing certain shades of blue and yellow that dogs see very similarly to how we see them as humans.
This example logo I created serves as a starting point and source of design inspiration for the graphic designer I worked with on this project.
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