Noted: New Logo and Identity for Witzig by ThoughtMatter
“All Hail the Long Bois”
(Est. 2020) "Witzig, which means 'witty' in German, provides specially curated products for dachshunds and their owners as well as an online community and blog with articles and content ranging from instructive 'How-Tos' to fun, informational articles. While you can buy the usual leashes, toys, clothes and other items for your dog elsewhere, Witzig provides specially curated items made just for dachshunds and people who love them. Most importantly, Witzig provides a sense of belonging for a very special community."
ThoughtMatter (New York, NY)
Drawing cues from dachshunds’ unique body shape, ThoughtMatter’s designs reflected the full nature of the breed, from the typefaces down to the illustrations. The logo was based on a strangely warped font -- a subtle nod to how dachshunds are a little weird too -- which ThoughtMatter customized for legibility and to add a hidden dachshund illustration in the letter forms. The agency also explored a range of illustration and photography styles as well as color palettes to differentiate design options. These concepts were then brought to life via animation and applied over various areas of the website and social media assets.
Images (opinion after)
Ohno’s Blazeface has finally met the destiny it didn’t know it was waiting for: as the brand typeface for a brand about dachshunds. A more better union for either breed or font could not exist. The font’s small ascenders and descenders are simply too on point for the breed’s short legs and its bold and quirky aesthetic are a perfect match for their personality. To add to the match made in heaven, the clever folks at ThoughtMatter, found a dachshund already present in the loop of the “g”, it just needed to be let out. Sure, it’s not a perfect, high-fidelity depiction of the dog but it’s very easy to recognize and it’s a pleasure to do so. For the logo, Blazeface has been customized for better readability by opening up the counterspaces but on the website its deployed in its full, fat glory. There is not much in terms of application and the website serves as the only representation. It’s all fine and good on that end and the illustrations have some good personality to them. Overall, a quirky and lighthearted identity that hits all the right notes.