• £150

• 40 designs

• 19 designers

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Logo Design Brief

Background
The Veterinary Defence Society Limited is a mutual insurance company run by veterinary
surgeons on behalf of the veterinary profession. The Society was founded in 1865 and will
therefore mark its 150th anniversary in 2015.
The Society insures the practising profession against the effects of claims of veterinary
negligence; it defends reputations and finances against unjustified claims, offering
compensation where appropriate; it provides legal representation at criminal and
disciplinary hearings, and it offers advice and guidance to members.
The Society has around 14500 members practising as veterinary surgeons or veterinary
nurses, covering approximately 95% of the practising professionals in the UK and Ireland.

Reason for new design
The “VDS” logo necessarily informs the look and feel, and overall visual identity, of the
Society. The logo is in evidence throughout Society literature, website, conference and
marketing material, letterheads, office signage, etc. (see Appendices 1 to 5 for information
on, and examples of, our current logo and its usage)
? The current logo is now outdated and “tired”, and while well recognised by Society members,
has a somewhat washed-out and impersonal feel.
? The redesigned logo will impact upon the future development of the look-and-feel of the
Society’s website, newsletter, marketing literature, internal documents, etc., so it needs to happen first.

Aims of the redesign
? To maintain the Society’s current image and brand quality, while updating visual brand
identity.
? To maintain the Society’s projected perception in the minds of current and future
members.
? To maintain strong “VDS” branding throughout, including any Society sub-brands

Tone and feel
Although its quite a traditional business we want the logo to have a brighter more modern feel.
Words to describe the tone would be; Trustworthy, Reliable, Mutual, Can-do attidude, Friendly, Approachable

Requirements
Logotype to include letters VDS. Possibly a symbol to support the feel. And options with and without the full name (The Veterinary Defence Society Limited)

Industry/Entity Type

Veterinary

Logo Text

VDS The Veterinary Defence Society Limited

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Files

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