Documents from the late 1800s record the development of the original strain of Golden Retrievers. During this time, hunting was both a sport and a practical way of obtaining food, and Goldens came into prominence because of the desire for a medium-sized dog that would do well in wild-fowling.
To create an authentic brand experience, I crafted the Ruffly Golden identity system out of a typeface that also came into existence in the UK in the late 1800’s: a popular typeface called “Clarendon”.
I borrowed the capital "R" to be used as an icon, and crafted a dog form that carefully mimicked the characteristics of Clarendon's letterforms.
The new visual identity harkens back to the era that witnessed the Golden Retriever's historic beginnings. Vintage paintings of British hunting scenes inspired the color palette of mostly earth tones, paired with a pop of iconic British scarlet. Variations of the logo were built solely using the Clarendon typeface.
By returning to the start of the Golden Retriever's story, and crafting a brand out of elements authentic to the era, we created an identity that looks timeless because it is timeless.