Re-branding and Inspiring a logo


A peek into the stories behind Fetching Finn’s re-brand and new logo design inspirations.

inspiring a logoI’m a believer that your business’s branding, online presence, and print collateral should be re-evaluated for design updates at least every 3 years. As your business evolves and you step deeper your own style and identity, it’s important to accurately convey that. For Fetching Finn, this polishing feels like an annual cycle where “the shoemaker’s children” get a bit of overdue design attention. I love having a branding boost and adjustment to inject a breath of fresh air, excitement, and confidence into my work and image. I’ve noticed that each iteration becomes a truer reflection of my personal brand, which keeps me on course in how I show up for clients.

For as long as I can remember, designing my own ideal logo has been a challenge and an ongoing quest. Over the past seven years, I’ve attempted to turn the ugly letter F into something that felt sassy, clever, and chic. Failing that, I would mull over options to use a stylized dog (read So, Who the Heck is Finn?), which then seemed to only elevate my unconventional business name into a hot mess of confusion.

Last week, I gave myself two hours and no excuses to craft and settle on a logo design.  I wanted to incorporate the look of the letter F, a floppy eared dog, a rabbit (my Chinese Zodiac and symbolic of the “psychedelic rabbit hole” world of design), plus the flow of Japanese calligraphy.

Inspiring a logo   Inspiring a logo   Inspiring a logo   Inspiring a logo

What resulted was surprisingly simple.

Inspiring a logo  Inspiring a logo

This new Fetching Finn logo reflects a bit of each element on my inspiration list. The more I look at it, the more symbolism I see; a bow to nicely “tie up” a finished design project or a broken mask to remember that personal branding is about showing up free of false identities. The icon also has the width and shape to hold different background textures, like the metallic, which will prevent me from getting bored with it too quickly!

Start curating your own logo inspirations

Wondering how your favorite things could come together in a new design? Start collecting inspirational imagery for the 2.0 version of your brand style. Pinterest is great for this purpose! When you’re ready for an update, simply share the board with us and we’ll design something that feels perfectly YOU.

Keep an eye out for:

• fonts or type styles that you find appealing
• pleasing color combinations
• eye-catching patterns or textures
• symbols or items that have personal meaning
• fashion or home decor that suits your style
• other logos that you admire

Are you a fan of this new look?

Do you see the image inspirations in the design? What else could it represent? We’d love to read your comments!


Nikki Takahashi

Nikki is the owner, Brand Designer + Stylist at Fetching Finn Inc. She earned the Governor General's Award with honors in Multimedia Production. By 2009, she was trading in her corporate digital media career to start Fetching Finn Inc., turning freelance brand design into a full-time gig. She runs on minimal sleep, maximum amounts of ambition, great genes, and a lot of Diet Pepsi.

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