TDC Awards
The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.
Category
Logotypes / Single
Annual ID
TDC68_121C
Description
With their editorial platform, The Wildest, Kinship had the ambition to be a hub for refreshingly honest pet advice. Since its launch in July, The Wildest has accrued over 300k Instagram followers, and has run campaigns across major US cities. One ingredient to its success is an unexpected logo that stands out in the landscape of pet content. While The Wildest’s logotype references old style serifs (a nod to editorial design), a playful ‘W’ breaks with convention and speaks to the platform's wild side. The letter's friendly, organic curvatures were inspired by how pets move; the letterform almost seems to wag and swish like a tail. Scalability was also a key consideration — at large scales, the 'W' adds impact and personality to communications; at the smallest, it’s used as a sign-off on articles. As a brand signature, the logo communicates The Wildest's fresh, unconventional approach to pet parenting.
2022 Awards
Total Points: 20
TDC Winner
Credits
Design Firm
PORTO ROCHA / Brooklyn
Client
Claire Falloon
Emily Nesi
Jenna DiGiovanni
Tessa Gould
Animator
Giordano Caldas
Rafael Morinaga
Creative Director
Felipe Rocha
Leo Porto
Designer
Hyejin Song
Natalia Oledzka
Project Management
Nicholas Schröder
Claren Walker
Typography Refinement
Jesse Ragan
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