VETS is a professional veterinary service rooted in compassion, clarity, and care based in Belgium. They offer more than just medical expertise but build deep trust between animals, their owners, and the dedicated professionals who care for them. At the heart of the brand lies a simple, powerful idea called Onvoorwaardelijke zorg, which means unconditional care. This philosophy acts like a circular seal, symbolizing care that surrounds and embraces every interaction, shaping a service that is warm, thoughtful, and grounded in genuine connection.

The identity reflects this spirit through tone, form, and color. The logo features friendly, softly structured shapes that feel both professional and approachable. It is clear enough to inspire confidence while gentle enough to invite comfort. The color palette supports this balance by anchoring the design with a deep burgundy that conveys knowledge, stability, and earned trust. This is softened by a muted, dusty pink that adds warmth and a human touch. Off-white accents bring lightness and clarity, maintaining warmth and openness without feeling cold or overly clinical.

Typography supports the same duality. Agrandir, a geometric sans-serif, was chosen for its balance of openness and precision. Its rounded forms feel direct but friendly. Paired with OCR B, a technical typeface designed for legibility, the result is a typographic system that communicates clearly without losing character.

The tactile quality of the materials evokes the softness and warmth of fur, adding a sensory layer that reinforces the brand’s caring nature. These textures bring an approachable, comforting feel that balances the clinical precision of the service with genuine compassion.