I created the final logo by using a graphics tablet to draw both the type and the imagery. I warped the shapes and angles to make them neater and I played around with different sizing and placing.
The 'z' stood out to me early on as a feature that relates to sleeping; cats use the hammock to relax and cats are known to sleep very often. 'Zzz' in a diagonal line seems to fit perfectly with the word, with clear connotations.
I have used negative space within the 'W' to create a cats head, which is a clever and humorous detail. I added the tail to complete the illustration, which adds softness to the logo with its curves and mimics the shape of a cat curled up asleep, thus suiting the product.
For placement on photographs, I think that a fluffy cloud type shape to frame it works well; it adds to the connotations of softness and comfort.
I find the logo very suiting to the product. In terms of target market - people who are interested in stylish and minimal furniture, young cat owners - it has maybe a little too much of a playful looking style, as it probably wouldn't appeal to everyone in them categories. However, it is difficult to design a logo that portrays the hammock for what it is - a pet product - while trying to be 'stylish and minimal'. It is also impossible to ignore the branding for already existing pet care, which is successful partly due to the clear and concise appropriate branding. So bearing these points in mind, the logo has a nice balance of both animal care and youthful stylishness.
Having been given more time, I would have liked to experiment more with the logo fitting in to a shape or being joined more together, which it lacks because of the angles and imagery sprouting off the name 'Woozy'.
Overall I think that the logo emits comfort and friendliness. It clearly portrays the product without giving too much away or including too much detail. The hand rendered type fits well with the word which is playful and silly.
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