Fitpet is a brand that improves the quality of life for pets based on IT technology. Its main services include a simple health check urine test kit and biometric technology. The original logo represented the brand’s identity with a technical shape. However, recognizing Fitpet’s already high brand recognition in techonology, the focus shifted to building an emotional brand identity that resonates with consumers who view their pets as family and care for their health. The original logo, made of thin lines, lacked distinctiveness, so a new logo was designed, symbolizing a pet’s nose, which is a health check-point for pets, in a solid form. The trustworthy blue color was used to emphasize Fitpet’s professionalism in collaboration with veterinarians. This logo laid the foundation for creating sub-logos and patterns for the online store and products, ensuring the brand’s unity without feeling monotonous.