(Est. 1996) “Petfinder is a leading online resource for pet adoption, education, awareness and advocacy. It strives to promote the advantage of adopting pets and make it easy to connect people with adoptable pets. Petfinder’s searchable online database of animals that need homes is updated daily and includes a directory of nearly 13,000 animal shelters and adoption organizations across the United States, Canada and Mexico. Petfinder also includes a library of free pet-care articles to help keep pets in their homes. Since 1996, Petfinder has helped more than 25 million pets find forever homes. Petfinder joined the Nestlé Purina family in 2013.”
The old logo was hard to take serious because it looked more like Clown College for dogs than a meaningful service that helps save animal lives by making adoption easier. It was a really misguided logo so it's great to see it replaced with something much more thoughtful and relevant. The overall aesthetic of the upright script wordmark is mostly fine and attractive but the hidden dog snout and eye in the middle of it is great. At first, you are all like "WTF is wrong with the dot of that 'i'?" and then you see the dog face and then your heart melts. The "f" is slightly oversized but it helps to divide the two words without adding a space. The brighter purple is much better and cheerful. The "pf" monogram is fine and pretty much the only way to downsize the wordmark into a serviceable social media avatar but there is something weird about reading "pf". Overall, a great and much needed improvement.
Thanks to Maggie Glass for the tip.