The project goal was to give the Las Vegas record shop a facelift and upgrade its branding to provide customers with a more recognizable visage.
The Sundog logo was created by combining two dog heads with a vinyl record, both which existed on the original logo. In turn, it creates the record glare effect, as well as an S shape. The warm colors of the logo represent the sun's own color palette, and the icon also creates a sun shape.
The brandmark’s success comes from it being multi-faceted. The S-shape found within the negative space around the dog heads, the record and dog combination, and the warm, sun-like color palette all combine to build a recognizable and interesting brand.