Graphic Design

We love dogs and underdogs alike. Imagine our delight when we learned that the Canadian Service Dog Foundation was looking for a leg up in the visual identity and marcom materials department. We were beside ourselves.

The Canadian Service Dog Foundation’s primary initiative is to provide opportunities and resources to support past or presently serving Canadian Forces personnel or emergency services workers who are suffering from operational stress injuries through the provision of professionally trained service dogs, training courses, and certification. They had us at "harrow". Additionally, CDSF programs provide support to Canadians with specific psychiatric conditions in their effort to lead active and healthy lifestyles. This support may be provided through partnership with a program trained service dog or may be provided in support of those individuals wishing to train a service dog themselves.

Tugboat's creative team sketched out and presented several logo options, identifying a favourite early on in the process. The canine silhouette poised wantonly captured both the brand's emotion and the designer's favour immediately. The single colour red adds vibrancy and vitality, providing the contrast to set the Foundation's acronym against, gently, in an oblique typeface. As good logos do, this one set the tone for the marcom suite to follow. The Canadian Service Dog Foundation's mission is to help increase quality of life for people living with psychiatric disabilities, and to increase public health & safety through the use of working dogs. We are grateful to have had the opportunity to provide them with our services in kind, along with the visual materials they need to serve those in need.