AKC campaign posters of a corgi, dachshund, and poodle bursting through red, yellow, and blue paper

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.

Discipline
Branding & Merchandise
Tools
  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe InDesign
Current American Kennel Club seal beside the proposed rebrand: a seated dog inside AKC under a rope arch marked est. 1884

Behind the brand

Annotated AKC logo on navy explaining the rope arch, founding date, and seated dog silhouette
AKC typography: Mrs Eaves XL Serif as the primary typeface and Avenir Next Medium as the secondary
AKC color palette with values: navy #05305D (RGB 5 48 93, CMYK 95 48 0 64), royal blue #045EAC (RGB 4 94 172, CMYK 98 45 0 33), red #C32D2F (RGB 195 45 47, CMYK 0 77 76 24), and golden yellow #FCBA02 (RGB 252 186 2, CMYK 0 26 99 1)
AKC pattern of navy seated dogs, bones, and paw prints on white

See it in action

Dalmatian holding a yellow AKC ball in its mouth
Yellow AKC dog collar with a navy dog pattern and a bone-shaped name tag on red
AKC Instagram profile shown on a phone against a yellow background
Person in a red AKC cap holding a fluffy dog
Yellow retractable leash with the AKC logo
Small white dog wearing a navy AKC jacket on a leash
AKC dog silhouette stickers in navy, blue, yellow, and white popping onto red above a black dog peeking up from below
Dog paw resting on a blue AKC business card on light blue-gray
Navy AKC dog bowl patterned with white dog silhouettes, with kibble scattered on gray
Three AKC Instagram posts on yellow, each with a serif headline: Register today, Everything we do we do for dogs, and We offer training

view my process!

moodboard

American Kennel Club rebrand moodboard