SAN DIEGO, Aug. 17, 2011 /PRNewswire/ -- Petco announced today that the company and its 1,100 stores will soon feature an updated logo and tagline, "where the healthy pets go." The brand refresh celebrates significant business accomplishments over the last five years and matches the healthier, more contemporary aspects of the brand today. The refreshed logo includes all-lowercase letters and a more refined, lifelike look for longtime Petco dog and cat icons Red Ruff and Blue Mews.
"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," Petco CEO Jim Myers said. "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."
Since 2006, about three-quarters of Petco stores nationwide are new or have been remodeled to include modern design and layouts and an updated assortment that emphasizes natural and organic products. In 2009, the company also introduced a smaller store format, Unleashed by Petco, and has since opened more than 30 locations. Both Petco and Unleashed by Petco associates complete comprehensive training to increase their knowledge of pet nutrition and total pet care, positioning them as trusted advisers to customers. These positive changes to improve the customer experience have led to all-time high scores in the company's customer loyalty and employee engagement indexes.
"The update to our logo reflects the fresh, forward-looking company that Petco is today. 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," Petco Chief Marketing Officer Elisabeth Charles said. "As our customers sought out higher quality products for their pets, we increased the number of natural and organic pet food brands available in our stores. As sustainability became a pressing issue for many, we introduced Planet Petco, our environmentally friendly range of products. Our new logo and tagline is our way of sharing the news of our evolution with the broader pet-loving community."
The brand strategy and design for the new logo was co-developed by agency Lippincott and Petco's in-house brand creative team. Exterior signs featuring the new branding will begin being installed on new and remodeled Petco stores starting this month. A larger rollout online and through various marketing channels is planned for October as part of the company's anniversary celebration.
About Petco and the Petco Foundation
Petco is a privately held specialty retailer that provides products, services and advice that make it easier for our customers to be great pet parents. We operate more than 1,100 stores in 50 states and the District of Columbia, as well as a leading pet products and information destination at www.petco.com. Our nonprofit organization, The Petco Foundation, has raised more than $75 million since its inception in 1999 to help promote and improve the welfare of companion animals. In conjunction with the Foundation, we work with and support about 7,000 local animal welfare groups across the country to help find homes for more than 250,000 adoptable animals every year.