Where did Ruff & Mews go from Petco's new logo?

petco logos

Erastus Kingbolt wrote about Petco’s latest logo dissolution in his Systems Theory newsletter. Where once Ruff and Mews once sat, now we are left with a generic blue wordmark:

Cold and lifeless is a fair description, isn’t it? There are absolutely no friendly animals, the font is somehow even more sterile than it was beforeand in place of the already watered-down red there is the inanimate blue of Marshalls and USPS. The jokes about the health and wellness part write themselves, but I will say that even the CEO doesn’t seem to think that it’s true. “We’re transitioning from being a company that asks, ‘Can I help you put that big bag of dog food into your cart?’ into a full health and wellness company,” he told Fortune. “Today, Petco is the ONLY complete health and wellness company for pets,” he wrote in the opening letter of the IPO filing. A few more times and he’ll be convinced.

I love a wordmark logo but not as a progression from something that already works. Petco’s original logo with its jellied red text and happy-go-lucky pets was playful, fun, and engaging (you rarely see a cat and dog so chummy together). But now it’s just like any other logo. Before you knew Petco was for pets before you even saw the word—great for non-English speakers—but now you assume it’s for pets, despite the vague tagline underneath.

People showed disdain but I don’t see the new branding causing significant damage to Petco. It’s just a shame that another brand has fallen foul of the dreaded Minimalist Logo Syndrome.

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