Logo Modernization for Trixie

Logo engineered to survive rubber labels, die-cuts, and one-centimeter print runs

Pet accessories brand Trixie engaged Fontwerk to modernize its logo as part of a full corporate identity overhaul, replacing a dominant 'blue roof' device with a more restrained mark. The new logo had to function across a demanding range of substrates—rubber labels, fabrics, metals, wood—often reproduced at around one centimeter. Fontwerk assembled a team including type and graphic designer Franziska Weitgruber; the brand's target audience was noted as three-quarters female, aged 28–55.

Insights

Trixie's internal testing revealed the elliptical shape read as unbalanced when the terminal letter was taller than the first, shaping the brief before Fontwerk began.
All four concepts shared a curved baseline, gradually increasing stroke weight, and a slight upward axis—each attribute mapped to specific brand values such as dynamism, stability, and warmth.
The brief locked red and white as fixed colors and specified all-capitals, narrowing the design space to letterform refinement within those constraints.
Designs were presented in real application mockups; the chosen direction was delivered as a vector within an agreed tight timeframe.