Our logo

Black Dog Logo
Concept by John Bevins Pty Limited;
Design by Cato Purnell Partners Pty Limited

'Black dog' was the term Winston Churchill coined for depression - his own depression. The logo of the Black Dog Institute refers to and respects that origin.

A victory sign that, enigmatically, casts the shadow of a black dog provides a metaphor for a disorder that is constantly lurking in the background.

It acknowledges that depression can indeed 'shadow' the sufferer, even when the mood is upbeat and 'victorious'.

Just as Churchill's sign proved stronger than the evil it opposed (symbolized by a full-arm salute), the logo carries the suggestion that the positive is more powerful than the negative.

Victor, not victim, is the implicit hope - but understated so we avoid the alienating suggestion of 'pull yourself out of it'.

By neither trivializing the black dog nor turning it into a vicious monster, the concept walks the essential fine line.

And it avoids the obvious dog clichés.

For those aware of Churchill's famous salute, it provides a talking point.It's a way to begin de-stigmatising a disorder that many people, from the famous to the person next door, suffer from; and to introduce a unique scientific institute committed to directly addressing what the World Health Organisation has called the world's biggest health problem.

For a younger audience who may not be aware of the history, it works as a stand-alone symbol that is intriguing and memorable.

Industry Awards - John Bevins Pty Ltd

In late 2002, the Black Dog Institute logo and concept won a prestigious advertising award, the Mobius Statuette in Image Building, Corporate Identity and Branding (Chicago, USA); and was a finalist in the AWARD (Australian Writers and Art Directors) Awards for Graphic Design and Packaging, Editorial Design Corporate and Brand Identity - Small Identity and Application.

Permission to use the logo

The Black Dog Institute logo may be used by organisations and individuals only with the permission and approval of the Institute management team.

Click here to apply for approval to use our logo.