I want the brand identity to reflect a sophisticated, yet whimsical tone - since this is a pet (95% dog) services business the brand identity needs to convey the loving, caring and playful characteristics of dogs yet communicate this is not a typical grooming business where most of the work is done behind closed doors and there's alot of dirt, noise and dog smells. The physical That Dirty Dog store will have all the amenities for the customer in an ultra-clean, comfortable with upscale aesthetics to make the time spent there as enjoyable as possible and feel like home as much as possible with the convenience of someone else taking care of all the details required to keep their dog clean and groomed- all they need to bring is their dirty dog. I would like to have a dog image that is not too cute or too serious - breeds that are good selections are dachshund, beagles, labrador, golden retrievers - I want them to have some detail to them with eyes (can just be dots or lines and doesn't have to be the white of the eye and pupils) and mouths - have them with a subtle smile so it looks authentic. I like logos that are in a circle shape. The color palette for the brand is blue, green and gray (store colors, website, etc) - I don't want the dog to be in these colors as that is too abstract for my design style, but the words, lines, or added elements like a collar, leash, paw prints, dots, etc can be these colors. I have included some paint chip color numbers to give you an idea of the shade of blue (blue-grey/slate blue tones), green (chartreuse or green apple tones) and gray - Behr paint (http://www.behr.com) - Opal Waters Blue (#MQ5-50), South Pacific Blue (#MQ5-60), Solemn Silence Gray (PPU26-12) and Glidden paint (http://www.glidden.com) Spring Cactus Green (90YY 62/264.)
I like the idea of having some way of depicting a dirty dog - but I don't want a bathtub with the dog in it as that is also too cute - I'd like something a bit more subtle of it being near water, soap or that it needs to get cleaned. This aspect doesn't have to be too dramatic or center to the image and can be more subtle in the overall design.
I removed the images of my dog as I think it solicits too 'cute' images and I'm not looking for a cute image as much as a whimsical design