AKC Built on Standards poster campaign

american kennel club rebrand!

A campaign-led refresh that brings the American Kennel Club’s long-standing standards into a brighter, more contemporary system.

Expressive dog photography, confident typography, and a flexible color palette carry the identity across posters, merchandise, and social media.

Comparison of the current American Kennel Club logo and Jessica Lee's proposed rebrand
Construction and rationale behind the redesigned American Kennel Club logo
American Kennel Club logo suite and identity system
Three AKC social media campaign concepts
Yellow AKC patterned dog collar and identification tag
AKC social media profile shown on a phone
Primary and secondary typography selected for the American Kennel Club rebrand
Blue AKC patterned dog bowl
AKC business card held by a dog paw
AKC dog silhouette illustration system
Red cap embroidered with the AKC dog mark
AKC branded yellow retractable dog leash
Dog wearing an AKC branded blue jacket
Dalmatian holding an AKC branded ball

view my process!

moodboard

American Kennel Club rebrand moodboard