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Petco Refreshes Corporate Identity With New Logo, Tagline

Aug. 17, 2011, 3:20 p.m., EDT

Petco’s new logo and tagline are designed to communicate to the public the company’s commitment to pet nutrition and innovation.
Petco’s new logo and tagline are designed to communicate to the public the company’s commitment to pet nutrition and innovation.
Petco unveiled today a new logo and tagline meant to reflect the company’s modernization initiatives and efforts to position itself as a leader in pet nutrition and total pet care.

The new Petco logo features all lowercase letters and a more refined look for longtime Petco dog and cat icons, Red Ruff and Blue Mews. The San Diego-based company also has changed its "Where the pets go” tagline to “Where the healthy pets go.”

“We’ve spent the last several years quietly transforming our business by listening to our customers, reinvesting in our stores and overhauling our approach to innovation,” said Petco CEO Jim Myers. “With our new brand launch today, Petco reaffirms our industry leadership and celebrates all we’ve accomplished in working to fulfill our vision of ‘Healthier Pets. Happier People. Better World.’”

About three quarters of Petco’s 1,100 stores are new or have been remodeled in the last five years. They feature modern design and layouts and an updated assortment that emphasizes natural and organic products. The company also launched a smaller store format, Petco Unleashed, in 2009 and has since opened more than 30 locations.

In addition to these physical changes, all Petco store associates receive pet nutrition training on an ongoing basis to help them guide consumers through pet food selection and assess a pet’s nutritional needs based on a variety of factors, such as age, breed, weight, activity level, and skin and coat issues.

“Our new visual identity better reflects the new Petco—healthy, active and contemporary—while retaining the essence of the brand, its warmth and our passion for pets,” said Petco’s chief marketing officer Elisabeth Charles.

Exterior signs featuring the new branding are being installed on new and remolded Petco store this month. A larger rollout online and through various marketing channels is planned for October.

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