By Rhonda Negard
Rhonda Negard has been a graphic design er for more than twenty years. Fat Dog Creatives is her business where she showcases her design work.
The original logo made almost 20 years ago was more of an adorable jailbird character (illustrated by Billy Holmes) with disjointed typography in a circle placed rather awkwardly nearby. Basically, there were two elements put together to make a logo.
The goal of the redesign to make a more sensible union of the elements, keeping the bird visible and integral in the design. The canted square lockup is a playful nod to the family game board jail, which also helps to make it more memorable. The break between lines in the name help to emphasize the actual service rather than repeating it in a secondary tagline as in the original design. The orange color is based on the orange jumpsuits of penitentiaries and the black for the stereotypical stripes of the jail bars.