One of the things I enjoy most about creating a brand identity is finding ways to build meaning into the design itself.
In 2024, I was commissioned to create the visual identity for Barklove®, a dog festival created for dog lovers, by dog lovers.
The goal was to create a brand that felt welcoming, memorable, and full of personality, while celebrating the special bond between dogs and the people who love them.
Rather than creating a logo that featured a dog, I wanted the identity to tell a deeper story.
The final logo features two dogs sitting opposite one another, inspired by Scout, a much-loved Golden Retriever. Together, they represent companionship, connection, and the journey from puppyhood to adulthood.
Look a little closer, and you'll discover that the logo contains several hidden details.
The letters B and L, representing Barklove®, are subtly woven into the design.
Three hidden hearts can also be found within the artwork, symbolising:
• Love for dogs
• Love for dog owners and dog lovers
• Love for the Barklove festival itself
These hidden elements may not be noticed immediately, but that is part of the intention. I have always been fascinated by the idea that the more time we spend looking, the more we discover.
This way of thinking sits at the heart of my work as both a designer and perception artist.
Alongside the logo suite, I developed the complete Barklove® visual identity, including the colour palette, typography, graphic shapes, merchandise applications, and a comprehensive set of brand guidelines.
T-Shirt Design
Screen Printing on Tote Bags
The aim was to create a flexible system that could be used consistently across social media, event marketing, signage, merchandise, and future festival growth.
Following completion of the project, the identity was handed over to the Barklove team and their marketing partners, who have continued to build and develop the brand across every aspect of the festival.
Today, it is incredibly rewarding to see the identity being used, adapted and brought to life by others. Watching a brand grow beyond the original design is one of the greatest compliments a designer can receive.
For me, Barklove® is more than a logo project.
It is an example of how thoughtful design can tell a story, create an emotional connection, and reward curiosity.
After all, sometimes the most meaningful details are hidden in plain sight.
What can you see?
Barklove Festival Venue, SWG3, Glasgow, UK
Barklove Festival Advertising: Queen Street Train Station, Glasgow, UK
Barklove Festival Street Advertising and Billboards
Barklove Festival Map
