Good Dog

Designed at Pentagram
Client: Good Dog
Team: Natasha Jen
Creative Lead: Joseph Han
Role: Brand identity design, illustration, creative direction

Good Dog is a new online platform designed to help people find the right pet and become confident, caring dog parents. Through useful advice, convenience, and transparency, the site connects future owners with high-quality, pre-screened breeders, shelters, and rescues they can trust, while offering guidance and support throughout every stage of life with their pet.

I contributed to designing Good Dog’s brand identity, which is warm, friendly, and joyful, with a clean and clear aesthetic that reflects the platform’s trustworthiness and ease of use. The playful visual language captures the happiness of dog ownership and celebrates the special bond between dogs and their humans.

The Good Dog logotype creatively transforms the ears of the lowercase “g”s into dog ears, customized from the modern serif Noe Display (designed by Schick Toikka). The primary typography uses GT Walsheim, a geometric sans-serif from Grilli Type, chosen for its approachable quirkiness and balanced personality. The brand’s principal color is a bright, vibrant blue that conveys energy and optimism.

Colorful, well-curated photography of various breeds is paired with playful graphic stickers—a series of custom icons representing dog toys, houses, and emotions. Simple illustrations of dogs enjoying life with their owners add warmth and charm, bringing the brand’s joyful personality to life.

Website: gooddog.com