Petision

Look closely at the Petision logo and the paw print turns out to be watching you. Where the big pad should be there is an eye, drawn in teal, with a small heart for a pupil and four brown toe pads arched above it like eyebrows. It is friendly at a glance and clever on the second look, which is a fair summary of the name.

Petision is pet plus vision, run together into one word. The vision works two ways. It is the long view: a practice or shop that thinks about an animal's puppyhood, middle years and comfortable old age, beyond the appointment in front of it. It is also the plain act of looking closely, which is most of what good care is.

The concept image puts the mark to work in a light reception of pale wood and teal. Branded treats and supplements sit on the counter, a chalkboard reads 'Your Pet. Our Vision.', the line under the logo says 'Care with Purpose', and through the glass a nurse makes friends with a golden retriever while a vet reads his notes.

One thing to know. Said quickly, the name sounds close to 'petition'. I count that as more help than hindrance: a near-familiar word is easier to remember than a strange one, and on any sign or bag the spelling makes the pet-and-vision join plain. The buyer should simply expect to spell it out on the phone once or twice.