Company
Refining dogAdvisor's identity for 2026
1st January 2026 â dogAdvisor â London
We are excited to share some updates as dogAdvisor moves into 2026! We've been listening to our dog owners and reflecting deeply on how we can make every interaction even easier, more transparent, and more delightful!
First, we're bringing significant updates to the dogAdvisor logo. We've updated it from a bolder and more heavy typeface to a thinner, medium-weight, wordmark whilst preserving the delightful details users love - like the dog tail on the top right of the letter g. Our updated logo feels more dynamic, moving with purpose rather than standing still. It's a logo that matches the way Max works: thoughtfully, carefully, and always with clarity. This new font weight is more legible across different formats, and delivers a more consistent and approachable design.
Our original London Green has evolved into a deeper, richer, and darker London Green. This deeper tone feels more grounded, more calm, and more trustworthy making it easier for readers to focus on our content. London Green reflects dogAdvisor perfectly: just like Max's advice, the colour is steady, reliable, and built to last. The darker green also works better across screens and printing, improving contrast ratios and accessibility whilst giving us a more thouthful and modern presence.
Our voice has evolved too. We're keeping the tone bright, friendly, and approachable, whilst being more open about our processes and the care that goes into our advice. You'll also notice we have retired our slogan (because they're family) - because dogAdvisor doesn't need one! Instead, we've chosen to communicate this value through our design, and the trust that comes through in every page, every article, and every article with Max.
Every update we have made is designed to reflect our values. We want dogAdvisor to feel more intelligent, more grounded, approachable, accountable, and most critically: safe. We can't wait for you to explore our new identity and feel how dogAdvisor makes dog ownership even easier and magically more joyful!
"dogAdvisor has reimagined how pet owners access essential care information, turning complex veterinary knowledge into accessible, immediately actionable guidance"
