Pedigree Logo

Pedigree LogoPedigree Logo PNG

Pedigree is an American brand of food for dogs, which was created in 1957. Today the company is one of the most famous pet-food producers in the world and its products are distributed in all six continents. Pedigree is a part of the Mars Group.

Pedigree Slogan
  • We're for dogs.

  • Pedigree Pal. It's the best ever.

Meaning and history

Pedigree Logo history

Pedigree is one of the world’s most famous brands of dog foods, which has a pretty long history. In 1934, Mars Limited acquired the Chappel Brothers of Manchester. They based their dog food on Chappi in 1957 and began producing special dog foods.

Pedigree branded dog food was first produced in Great Britain in 1934 by the American Mars Corporation.Originally the food was canned meat scraps, not suitable for sale to humans. Over time, the product improved until it acquired a modern look.

Today there are several types of Pedigree. Each one is tailored to a special group of dogs. Pedigree products range from puppy nutrition for young dogs to nutrition for adult dogs graded as small or large breeds and nutrition for senior dogs over eight years of age. A scientific approach is used in developing Pedigree dog foods. For this matter, Mars collaborates with the Waltham Research Center.

The word Pedigree comes from the Old French “Pie de grue”, which translates as the “Crane’s foot”, referring to the lines diverging in a family tree. Pedigree pal means literally “a high-breed friend”.

What is Pedigree?
Pedigree is the brand of a series of premium dog foods produced by the American food corporation Mars in its “Masterfoods” division. The first dog food under this brand was produced in Great Britain in 1934. Today the company has a wide range of products tailored for the different needs of different dogs.

US logo

1957

Pedigree Logo 1957US

The original design had pretty much the same style as the current one, except for a couple of comparatively subtle modifications. On the forefront, you could see the word “Pedigree” in white with pronounced black trim. The type was rather traditional, with serifs and the old-fashioned “g” featuring an intricate tail.

Behind the wordmark, there was a medal/seal combining various shades of blue. The background was gold.

2007

Pedigree Logo 2007US

The emblem has grown simpler and better legible. The type is now bolder, the tail of the “g” has been replaced by a plainer version. Some of the letters are now linked. The links probably symbolize the way the pets are supported by their owners, while the owners, in their turn, can count on the support from the brand providing quality products.

Despite the bold type, the letters look lighter because the dark trim has been replaced by lighter blue. The medal has grown lighter and shinier, too, and light “rays” appeared around it.

Europe, Australia

1957

Pedigree Logo 1957

The original logo looked pretty much like the US logotype, except for the red medal. However, it looked brighter and lighter, partly because the red of the medal was not as dark as the blue in the US logo. Also, the European version has a somewhat bolder, more prominent wordmark with better legible letters.

2007

Pedigree Logo

The differences between the US Pedigree logo and the European one have grown even smaller. Now only the color is different, while the shape of the elements is the same.

Font and color

The bold elegant serif lettering from the primary Pedigree badge is set in a massive and extended typeface with stable outlined letters. The closest fonts to the one, used in this insignia are, probably, Stafford Serial Bold and Geometric Slabserif 712 Medium Bold.

As for the color palette of the Pedigree visual identity, it is composed of red and yellow, with the white lettering outlined in burgundy. This color scheme looks bright and dynamic, showing the brand as a powerful and constantly developing one.

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