FOURHOUNDS
- Client
- Fourhounds Association
- Service
- Brand identity
- Year
- 2025
- Team
- Artsem Pakanechny — art direction, design
- Scope
- Logo & mascot, monogram, palette, illustrations & patterns, labels, packaging, merch
Fourhounds Association is a brand of made-to-order clothing for sighthounds: Italian greyhounds, whippets and related breeds. For three years the brand grew by word of mouth — a strong product and a loyal audience, but no visual identity.
The task was to create a full identity from scratch: logo, palette, type, graphics and patterns — one system for packaging, merch and digital.
The lettering was drawn by hand by the brand's founder — slightly uneven letters carry her handwriting and became the starting point of the whole system.
The mascot, a sighthound catching a flash-star in its mouth, shows the instinct of the breed: the thrill of the chase, focus and the moment of capture. The FA monogram in a double circle works like a patch or a stamp at any size. Six logo versions were made for different formats.
The «/10» mark runs through the whole identity — a reference to FCI Group 10, the official classification of sighthounds that unites Italian greyhounds, whippets, greyhounds and related breeds.
For insiders it is a recognisable detail, for everyone else — part of the brand's visual rhythm.
The palette is built on Warm Base and Flash White with Black Core for type and the mascot. Energy Signal orange #F55921 is the brand's main accent, Soft Pulse pink #F8AEDF adds softness and play.
The proportions are fixed: 30% black, 30% warm base, 20% white, 15% orange and 5% pink.
A series of illustrations is the core of the graphic system: several poses of the sighthound — running, jumping, dashing — form a flexible set that can be laid out on any surface. Vertical, horizontal, chaotic and scattered patterns are built from them.
The flash-star from the logo appears as a separate accent — on keychains, tags, tapes and backgrounds.
The identity lives on the product itself: woven labels with the FA monogram, star-shaped hang tags, tapes, paper bags and totes.
Merch for owners — caps, keychains and rugs — turns the brand into a community: Fourhounds Association is not just a shop, it is a club of sighthound people.
