Background: The kennel is located in an apple orchard, so I have in mind as a logo a tree with its roots. The tree represents our product (each dog) and the roots represent the genetics each dog has behind.
The basic idea to communicate is BALANCE/EQUILIBRIUM, so it must exist in the logo:
+There should be balance between colours.
+There should be balance between the size of the tree and the size of the roots (a similar size).
+And there should be balance between the size of the logo (image) and the size of the name of the logo (letters)
The tree and the roots should look as real as possible, not as a cartoon.
Take a look at the logos I chose to launch this contest to get an idea of what kind of logos I like. There is one logo (Carrier Films) who has an efect that I really like. The crow kind of vanishes as the image goes to the right. That effect is very original I think (this is a big suggestion :) ).
In general, I prefer if the letters go at the right side of the image, instead of going above, below or in the center of the image.
Choose simple (sans serif letters).
I DON'T like logos that look like a stamp, enclosing the image and letters.
I will make the contest blind (you can only see your design) so that I can get more ideas/designs within the structure I gave you. I hope you're ok with that. I will give personalized feedback. ALSO, if you feel you have a really original logo idea for this theme, bring it on!!!
I attach some documents about some logos I like and why I like them, also about trees ideas. Take a look a them!!
Best regards to all.