{"id":19730,"date":"2020-12-15T18:05:00","date_gmt":"2020-12-15T23:05:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19730"},"modified":"2026-09-16T18:06:47","modified_gmt":"2026-09-16T22:06:47","slug":"will-petco-restore-logo-mascots-ruff-and-mews","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/will-petco-restore-logo-mascots-ruff-and-mews\/19730\/","title":{"rendered":"Will Petco Restore Logo Mascots Ruff and Mews?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In October 2020, Petco made a major rebranding announcement. The pet supplies retailer planned to pivot towards becoming a health and wellness company for pets. Part of the change included a new company logo. The current logo reads simply as \u201cpetco\u201d in blue font with the company name spelled out in lowercase. However, Ruff and Mews, the brand\u2019s logo mascots, are nowhere to be found.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/12\/petco_original_logo.jpg\" alt=\"\" class=\"wp-image-12613\"\/><\/figure>\n\n\n\n<h3 id=\"h-who-are-ruff-and-mews\" class=\"wp-block-heading\"><strong>Who Are Ruff and Mews?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 1991, <a href=\"https:\/\/about.petco.com\/1990s-petcohistory\" target=\"_blank\" rel=\"noreferrer noopener\">Red Ruff and Blue Mews<\/a> were introduced as Petco\u2019s official logo mascots. Red Ruff is a bright red dog and Blue Mews is a blue cat. They are designed to sit comfortably next to one another, with Red Ruff\u2019s ear nestled atop Blue Mews\u2019 head.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/12\/petco_old_logo.png\" alt=\"\" class=\"wp-image-12612\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In 2011, Petco\u2019s in-house team would <a href=\"http:\/\/brandingsource.blogspot.com\/2011\/08\/new-logo-petco.html\" target=\"_blank\" rel=\"noreferrer noopener\">redesign the company logo<\/a> alongside creative consultancy Lippincott. The original logo design included a tagline reading \u201cWhere the pets go.\u201d which was first introduced in 1992.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/12\/petco_2011_logo.png\" alt=\"\" class=\"wp-image-12610\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The tagline was changed in 2011 to read \u201cWhere the healthy pets go.\u201d Red Ruff and Blue Mews also received a bit of space in between the brand name and the characters.<\/p>\n\n\n\n<h3 id=\"h-redesign-criticism-and-backlash-in-2020\" class=\"wp-block-heading\"><strong>Redesign Criticism and Backlash in 2020<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Petco\u2019s logo redesign has received universal criticism across social media platforms for removing Ruff and Mews as its logo mascots.<\/p>\n\n\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">i have lost the will to live. <a href=\"https:\/\/t.co\/Iv6bzAq4Q0\">pic.twitter.com\/Iv6bzAq4Q0<\/a><\/p>\n<p>&mdash; Jordan Rosenberg (@rsnbrgjrdn) <a href=\"https:\/\/x.com\/rsnbrgjrdn\/status\/1336798732789182466?ref_src=twsrc%5Etfw\">December 9, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Graphic designer Jordan Rosenberg took to Twitter with a side-by-side comparison of the former Petco logo and its new design. Rosenberg, who previously led design for the New York Rangers, simply tweeted \u201cI have lost the will to live\u201d as the image caption to the viral tweet.<\/p>\n\n\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">i did this on my phone so excuse how rough it is but if they wanted a minimalist design something like this could\u2019ve been a lot better <a href=\"https:\/\/t.co\/3JLqSkFBA6\">pic.twitter.com\/3JLqSkFBA6<\/a><\/p>\n<p>&mdash; red \u273f (@butchutena) <a href=\"https:\/\/x.com\/butchutena\/status\/1337042876753207296?ref_src=twsrc%5Etfw\">December 10, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some Twitter users offered up suggestions for how to improve the design. Twitter user @jolymescanon pointed out Petco has ample opportunity to play with its logo while keeping a minimalist design. The \u201ce\u201d could be transformed into a cat complete with a cat\u2019s tail and the \u201co\u201d could be redesigned to look like a dog\u2019s face.<\/p>\n\n\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Ruff and Mews are here to stay. <a href=\"https:\/\/t.co\/VyP1TYr4AJ\">pic.twitter.com\/VyP1TYr4AJ<\/a><\/p>\n<p>&mdash; Petco (@Petco) <a href=\"https:\/\/x.com\/Petco\/status\/1337191121366245378?ref_src=twsrc%5Etfw\">December 11, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How has Petco responded to the news? A tweet sent out on December 10, 2020 states that \u201cRuff and Mews are here to stay.\u201d It is accompanied by a GIF image of the beloved furry friends. But, the company has yet to state what that means in the long term.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/12\/petco_2020_tweet.png\" alt=\"\" class=\"wp-image-12616\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Will Ruff and Mews be restored to Petco\u2019s logo, where they should never have left in the first place? We sure hope so. In a year marked by <a href=\"https:\/\/www.washingtonpost.com\/nation\/2020\/08\/12\/adoptions-dogs-coronavirus\/\" target=\"_blank\" rel=\"noreferrer noopener\">soaring pet adoptions<\/a> due to the global pandemic, it would be flat-out cruel to lose Ruff and Mews as a redesign casualty.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor In October 2020, Petco made a major rebranding announcement. The pet supplies retailer planned to pivot towards becoming a health and wellness company for pets. Part of [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19731,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Will Petco Restore Logo Mascots Ruff and Mews? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/will-petco-restore-logo-mascots-ruff-and-mews\/19730\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will Petco Restore Logo Mascots Ruff and Mews?\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor In October 2020, Petco made a major rebranding announcement. 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