I explored several ways of presenting the mascot, from a full-body character to a simplified head. The head ultimately became the main logo because it created a more immediate and memorable mark. Details such as the dripping form and exposed bone at the neck added to its dark humour and visual impact. The shape began as a gravestone before gradually evolving into the pigeon’s final form.

For the wordmark, I chose a modern Gothic blackletter typeface that complemented both the mascot and the personality of the pub. It brings plenty of character while remaining clear across print and digital applications, giving the business another distinctive and ownable brand asset.

The concept offered plenty of scope for additional assets, including a collection of stickers. One of these pays homage to the pub’s existing logo by showing the dead pigeon lying on its back – a small nod to the identity’s evolution.