Petti Pathways Counseling — Logo

Petti Pathways Counseling — Logo Design & Visual Identity | Mental Health, Wellness & Professional Services

Petti Pathways Counseling is a woman-owned, trauma-informed counseling practice that needed a recognizable visual identity capable of communicating safety, growth and professionalism without feeling overly clinical or impersonal.

The goal was to create a calming, approachable logo system that reflected the therapeutic journey and gave the practice a polished foundation for future brand applications.

My work included:

• brand discovery and creative direction;

• primary logo design;

• secondary logo and wordmark variations;

• a custom pathway-inspired brand mark;

• multiple logo arrangements and colorways;

• a coordinated color palette;

• typography selection and hierarchy;

• logo usage and combination guidance;

• a comprehensive visual identity guide;

• branded mockups demonstrating real-world application.

The main creative challenge was balancing warmth and professionalism. The identity needed to feel supportive and human while still presenting Petti Pathways as an established and trustworthy mental health provider.

The central logo mark combines the letter “P” with an open, pathway-inspired form, creating a visual representation of movement, reflection and personal growth. Clean typography keeps the system modern and credible, while teal, lavender, soft green, cream and deep navy introduce calmness and warmth.

The result is a flexible logo suite and cohesive visual foundation that Petti Pathways can use consistently across print, digital and future branded materials.