Adorable new animated logo takes the shape of different dog breeds

Fluffle logo design and branding
(Image credit: Fluffle / Oddity Studio)

Animated logos and kinetic typography can engage and delight viewers, but they can also add meaning to a design. A new logo design for a dog accessories brand is a fun and playful example, and it shows just how effective kerning can be in type-based projects.

With a reversed initial 'f' and an apostrophe to create a waggling tail, the Fluffle logo shifts form to create the impression of different breeds of dogs. And it was all inspired by the concept of a hug. Aww.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.