The client wanted something clever, friendly, and to the point. So we used the "K9" of K9ln to integrate a friendly cartoon pup as an icon. The puppy in the full logo is meant to be subtle at first glance and noticed soon after. We tried to make sure of this by surveying around 70 people and having over 70% of our survey notice the pup at first glance. The logo was also meant to be used in different mediums from video to small print and potentially on private labeled items.