The Wildest, Brand Identity

The brand identity for Kinship's new editorial platform, The Wildest, includes a logo that expresses both the 'wild' side of pet ownership and the trustworthy expert advice offered on the website. The bespoke wordmark is grounded in a strong typographic sensibility inspired by the old serif styles seen in newspapers, with an expressive, playful 'W' that becomes a memorable brand gesture in its own right. The logo sets the tone for The Wildest's identity: trustworthy yet subversive, honest yet lighthearted.