The digital special-interest station Tier TV (Animal TV) required a friendly media presence, which should be achieved by integrating the silhouette of a popular pet into the logo. Throughout the world the most common pets are cats and dogs. Since different breeds of dog have very different forms, and because feelings towards dogs are very polarized, the choice fell to a generic form of a kitten. As a screen logo this should fulfil the requirements of a TV station. Therefore in the design the syntactic criteria of the logo were crucially important. The symbol is extremely eye-catching and sympathetic. Other basic elements are animal footprints indicative of the omnipresence of animals as perhaps man’s best friend and companion.

Designed at Playframe as creative director.