Vet Union is the market leader in animal laboratory research. For more than 5 years, the company has been working in the b2b segment, providing services to representatives of the zoo business: zoos, nature reserves, foundations, shelters, nurseries, dolphinariums, and oceanariums. The target audience of the company was veterinarians. When contacting us with rebranding, the company planned to enter the retail direction — opening its own veterinary clinics, and reaching a new audience - pet owners. Therefore, the new corporate identity should reflect all areas of the company's activities and be understandable to all target audience groups. We decided through design to literally show that Vet Union veterinarians work with all the diversity of the animal world. The main symbol of the pet is embedded in the name: if you turn the letter "t" over, you get a sketchy silhouette of a dog. So we encrypted the symbol in the brand name. It can be supplemented with simple shapes: change the outlines of the ears and tails so that new animals will be obtained. A magazine-style logo, atypical for the medical industry, sets the brand apart from competitors and looks sophisticated and caring. The curved slogan seems to embrace the animals and symbolize unity. In the layout of branded materials, the font part of the logo and the symbol are used separately, complementing each other.