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Petco has announced that the company and its 1,100 stores will soon feature an updated logo and a tagline that will read “where the healthy pets go.” Petco officials said the brand refresh will celebrate significant business accomplishments over the last five years. They said the logo will include all-lowercase letters and a more refined, lifelike look for longtime Petco dog and cat icons, Red Ruff and Blue Mews.

“The update to our logo reflects the fresh, forward-looking company that Petco is today. Our new visual identity better reflects the new Petco – healthy, active and contemporary – while retaining the essence of the brand, its warmth and our passion for pets,” Petco chief marketing officer Elisabeth Charles said. “As our customers sought out higher quality products for their pets, we increased the number of natural and organic pet food brands available in our stores.”

Since 2006, about three-quarters of Petco stores nationwide are new or have been remodeled to include modern design and layouts and an updated assortment that emphasizes natural and organic products. In 2009, the company also introduced a smaller store format, Unleashed by Petco, and has since opened more than 30 locations.

“We’ve spent the last several years quietly transforming our business by listening to our customers, reinvesting in our stores and overhauling our approach to innovation,” Petco CEO Jim Myers said. “With our new brand launch today, Petco reaffirms our industry leadership and celebrates all we’ve accomplished in working to fulfill our vision of Healthier Pets. Happier People. Better World.”

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