Pedigree Logo PNG
The Pedigree logo symbolizes a brand grown from caring for pets. It became an integral part of everyday life, offering products that pet owners instinctively choose, trusting their quality and established reputation.
Pedigree: Brand overview
The history of Pedigree began in 1934 when Mars Limited acquired a small British dog food manufacturer, Chappie, founded by the Chappel brothers. Forrest Mars Sr. recognized the potential of pet nutrition, gradually transforming the company into an industry leader.
A significant moment occurred in 1968 when Mars Group acquired the American company Kal Kan Foods, known for producing horsemeat-based dog food. In 1988, the Kal Kan brand was renamed Pedigree, and it eventually gained global recognition for its range of pet foods.
In 2007, the brand launched the “Dogs Rule” campaign, which supported shelter dogs and donated substantial sums to their care. The following year, the charitable Pedigree Foundation was created, contributing millions to shelters in the US and Canada. Today, Pedigree adapts its offerings according to regional preferences, such as vegetarian dog food in India.
The company continues its social initiatives, helping thousands of dogs find homes annually. Pedigree remains one of the world’s largest pet food producers, investing substantial resources in animal welfare each year.
Meaning and History
North and South America
What is Pedigree?
It is a major international brand of dog food and treats, known for its recognizable yellow packaging and extensive product range, all available at affordable prices. The company supports animal shelters and adoption programs through emotional advertising campaigns.
1988 – 1992
The golden background became the first layer of the composition, evoking associations with awards, quality, and premium product value. On it was a blue medal chosen as the main visual symbol for the North and South American markets. Its meaning was connected with trust and recognition, and the image was perceived as a reward for pets. It reinforced the importance of caring for animals through proper nutrition.
The company name was placed over the medal. It was written in white letters with a black outline, which provided contrast and clarity against the blue and yellow background. The serif typeface, resembling Clarendon Bold, lent the construction a sense of weight and authority.
The combination of the golden frame, blue medal, and white text formed a recognizable Pedigree style of the late 1980s, reflecting the brand’s intent to establish itself as a responsible dog food manufacturer.
1992 – 2000
The depth of the medal’s shade became the key difference of the next Pedigree logo version. It acquired a saturated tone close to Royal Blue. An additional effect was created by a golden glow that enhanced the image of a premium product and reinforced the association with an award.
The background was redesigned and gained a bright golden color. The name retained the Clarendon Bold typeface. A three-dimensional black outline highlighted the white letters. The change in the blue tone strengthened the contrast between the text and the symbol.
The combination of the updated blue and the golden frame reinforced the brand’s perception as a high-quality dog food supplier with a reliable reputation.
2000 – 2007
In this version of the Pedigree emblem, the main change was the removal of the yellow background. The design centered on the blue ribbon, which was given a darker, velvet-like tone. It was enhanced by golden lines that added visual richness and linked the image to the premium product theme.
Volumetric shadows accompanied the new color approach. They created a three-dimensional effect and emphasized the emblem’s prestige. The brand’s visual style moved closer to the aesthetics of high-level dog shows, where quality and status are key.
For dog owners in North and South America, this emphasis was seen as confirmation of the product’s reliability. The logo was associated with high-end food, reinforcing Pedigree’s image as a quality-focused brand.
2006
The glow of thin rays distinguished the new logo. The background enhanced the impression of an award and reinforced the brand’s central theme of recognition. The soft radiance refreshed the emblem’s blue tone.
The typography was also adjusted. Clarendon was still used, but the letter “e” lost its slight tilt, bringing the form closer to its original form. The change looked minimal but emphasized consistency in style development.
The evolution affected details without breaking continuity. The overall look preserved its recognizable structure, shifting the focus toward prestige and trust. For pet owners in North America and South America, this update served as confirmation of Pedigree’s market position, strengthening the association with the premium segment of the pet food market.
2007 – today
Catapult Marketing created the redesign. The agency’s work led to significant structural changes in the logo. The blue medal took on a Royal Blue tone and appeared more embossed due to the gradient shading. Around it, soft rays radiated. They created a glowing effect and were connected with the theme of recognition and a well-earned award, which was central to the company.
The background retained its golden color but became richer in tone. The bright Golden Yellow enhanced the contrast with the medal and emphasized the ideas of quality, premium value, and achievement.
The text part was adjusted. The Clarendon Bold typeface remained, but a light blue edge replaced the traditional black outline. It softened the overall graphic style, making it visually friendlier. The usual curl in the letter “g” was replaced with a simpler shape.
2022 – today
The new version of the Pedigree logo was developed by the agency Jones Knowles Ritchie. In their version, the structure underwent even more changes. The Royal Blue medal was shifted to the left, which increased the focus on the initial word part of the brand name. Within the medal, the letter “P” appeared, becoming the visual center of the emblem.
The shine and rays used in previous versions disappeared. The image became simpler and softer. The golden yellow background was preserved, creating a bright backdrop that aligns with the theme of joy and positive emotions.
The font was changed. The new version used a modified version of the Rockwell Bold typeface. It emphasized the update and gave the letters a modern look.
All the design elements were intended to create a warmer, more approachable image. Through a simplified structure and vivid color contrast, the brand aimed to convey warmth and emphasize the bond between pets and their owners in North and South America.
Europe
1972 – 1970s
The first European version of the Pedigree logo stood out for its complex calligraphic plasticity. The letters had the form of an elegant handwritten signature, with long, smooth lines and curves. The style created an image of high culture and was associated with premium quality.
The text was set in white on a rich Scarlet Red background. The font was similar to the commercial typeface Edwardian Script. Its graceful lines and decorative flourishes built an image of tradition and care in animal nutrition. It emphasized the brand’s focus on the premium segment and its intention to strengthen its reputation as a manufacturer committed to product quality.
1970s – 1988
The change in typography became the main feature of the new European version of the Pedigree logo. The rejection of calligraphic strokes led to the selection of a typeface closely related to Century Schoolbook Bold. The letters adopted strict geometry and a dense structure, emphasizing the image’s reliability and stability.
The color system was also redesigned. The white text was no longer used. Instead, the name appeared in a calm brown tone. The background was done in warm beige.
The entire transformation of identity was reflected in changes to brand communication. The company sought to simplify its visual language to make it more accessible and understandable to European consumers. The new look demonstrated a transition from decoration to a clear structure, with clarity and trust as the main focus.
1988 – 1992
The European version of the Pedigree logo was simplified to its most minimal form. The company abandoned the background and any additional graphic elements, leaving only the name.
The text was done in classic black. A serif typeface similar to Times New Roman Bold was used. The simplicity of the font, combined with its weight, enhanced the sense of reliability and a strict business aesthetic.
1992 – 2000
For the first time, the logo included a medal symbol. Its red color distinguished the European version from the emblem used in the North and South American markets. The medal symbolized the company’s energy and focus on pet care. The golden shade reinforced the sense of an award and evoked dog show culture, where the tradition of evaluation and recognition holds great importance.
The text was done in white and outlined in black, providing contrast against the rich background. The Clarendon Bold typeface was used. Its weight emphasized the brand’s reliability and stability, creating a visual balance between the text and the color base.
This version of the logo became established in the European and Australian markets, forming a recognizable image of Pedigree. It combined emotional appeal through a bright color system with a simple visual communication style.
2000 – 2003
The Pedigree logo update retained the red color. The medal took on a deeper tone, while the golden accents grew thinner and more refined. Both the medal and the color accents evoked awards and underscored dog food as a high-end product for purebred dogs.
The text part changed slightly. The brand continued to use the heavy Clarendon Bold typeface, with only minor refinements to some letters. The white letters remained outlined in black.
The early 2000s style supported Pedigree’s key idea of premium pet care, linking the brand’s visual style to associations with show culture and high-quality pet nutrition.
2002 – 2007
In the early 2000s, new nuances were added to the medal. Its tone became lighter, strengthening the association with warmth and gentle pet care. Additional contrast was created by golden lines and light reflections that indicated the ribbon’s folds, giving the impression of an award mark associated with the show culture of purebred dogs.
The white letters of the inscription were preserved, but the black outline became thinner, making the symbols appear slightly smaller and closer together visually. The change gave the wordmark a friendly character while remaining within the recognizable Pedigree style.
The combination of the scarlet background, golden accents, and updated typography secured the brand’s association with a reliable and prestigious pet food manufacturer. The company emphasized the product’s premium quality, referencing the theme of awards and the European tradition of dog shows.
2007 – today
In 2007, a new version of the emblem appeared. Its rich red color was complemented by soft shadow transitions, giving the medal a more embossed, solid appearance. The visible golden accents disappeared. Instead, the symbol received subtle dark shadows that, overall, emphasized its connection to the theme of awards and the premium quality of dog products.
The text part was now done in the Rockwell Extra Bold font. The white letters received a red outline, replacing the black ones. The contrast softened, visually bringing the inscription closer to the symbol’s background. The change affected the overall perception, giving the logo a warmer and friendlier character.
The overall visual appearance conveyed the brand’s commitment to attentive care for pets. The visual details indicated that the brand linked its identity to care and a desire to be part of pets’ lives, while remaining in the premium segment.
2022 – today
In the updated version of the Pedigree logo, the structure was changed. Similar to the version for the North and South American markets, the medal was shifted to the left. The visual center became the letter “P” placed in the middle of the medal, from which the entire brand name begins, positioned to the right. The red symbol lost its outlines and sharp shadows, the surface became smoother, and the color acquired a warm tone without complex gradients. The image became more realistic.
The text part was also changed. The previous typeface was replaced with softer, more rounded forms. The letters gained roundness, massiveness, and a friendly character. A small shadow on the letters adds volume to the inscription as a whole. All the letters stand close together, forming a solid line.
The visual image reinforced Pedigree’s key message of trust and care. The logo conveys an atmosphere of closeness and warmth, and the brand is recognizable in the European and Australian markets.
Font and Colors
The new version of the Pedigree logo is built on a massive typographic treatment that emphasizes the brand’s reliability. The letters stand out with rectangular serifs. Visually, the font is close to Stafford Serial Bold and Geometric Slabserif 712 Medium Bold. They define the dense structure associated with strength and trust.
The white letters stand out against a burgundy outline, creating visual contrast and enhancing the name’s perception. Their combination creates a sense of reliability and strong brand positioning.
The palette is based on the combination of yellow and red. The yellow background symbolizes energy, vitality, and the positive perceptions associated with the care and joy that pets evoke. The central red tone adds an emotional dimension and reflects the brand’s passion for care and protection.
The design combines warm, rich colors with powerful geometric typography, reinforcing associations with responsibility, stability, and emotional attachment that underpin the Pedigree brand.