APPA Global Pet Expo Logo Concepts
Work for hire for the Global Pet Expo, presented by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA), by Lara Lee while employed at CSG Creative with permission for Lara Lee to display for self-promotion.
Background
For over 19 years, the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA) presents the annual Global Pet Expo. The event takes place in Orlando, Florida and spans 269,500 square feet of exhibition space inside the Orange County Convention Center. As one of the largest pet industry events in the U.S., the Expo attracts over 18,000 attendees, pet product buyers, and exhibiting companies.
Now in November 2022, the client wishes to modernize their current logo. They want the new logo to express high energy, emphasize innovation, and feel slightly techy. The Global Pet Expo logo appears across both print and digital media—including large signage and tiny web ads. Therefore, the updated logo must scale well.
My Role
Logo Designer
Creative Direction
Megan Hall
Agency
CSG Creative
By The Numbers
Groups Represented
Pet Products &
Their Animals
While not a requirement, I thought it would be fun to represent each type of pet products the Global Pet Expo puts on display. There’s a type for each animal group:
- Cats
- Dogs
- Birds
- Fish
- Reptiles
- Horses
- Small Mammals
I initially drew eight—one too many small mammals. So I dropped one. Then I scaled up the others in the area, which also increased the logomark’s clarity at small display sizes.
Exploring Expo Logo Concepts
In addition to the “circle of pets” illustrative logo, I explored two other illustrative concepts. While the circle of pets logo emphasized the actual pets, a “global eye” concept focused on global reach and community and a “pet products lock-up” concept focused on the products sold at the expo.
Circle of Pets
Font Exploration
- Great emphasis on the industry with large “pets” text
- Staggered text “breaks out of the box”
- Hand-drawn word adds playfulness
- Bold, big illustration
- Handwritten font adds playfulness
- All-caps, spaced out sans serif looks exclusive
- Most similar to final font
- Very modern and techy
- Serious—perhaps a little cold and sterile?
Global Eye
Pet Products Lock-up
All My Expo Logo Concepts
Advanced Expo Logo Concept
The VP of Creative selected my “circle of pets” expo logo concept to add to the final client pitch in March 2023. I explored a bit of color and animation using APPA’s brand colors to bring the concept to life:
