Leopard Safari — Safari Logo Design for a Botswana Wildlife Brand
Good safari logo design does not just look wild — it thinks wild. This project is one of the most creatively rewarding briefs our studio has taken on. Dr. Emily Hawthorne, a veterinary surgeon running a leopard safari business in Botswana’s Moremi Game Reserve, came to us needing a logo that said everything about leopards without saying too much. Furthermore, she came with research, curiosity, and a creative idea that changed the direction of the whole project.
The Client and the Brief
Dr. Hawthorne contacted Das Design Studio in 2018 looking for a safari logo design for her African leopard safari business. She needed something simple, clean, and instantly connected to the leopard. However, she did not want a generic animal illustration. Instead, she wanted something that felt raw, real, and rooted in the actual behaviour of the animal.
So she did her own research first. She studied leopards — specifically why they scratch trees. Leopards use tree scratching to mark territory, sharpen claws, and leave scent signals. It is one of the most instinctive and powerful things a leopard does. As a result, that single behaviour became the creative foundation for the entire logo.
The Creative Direction
Das — founder, CEO, and creative director of Das Design Studio — led the creative direction on this project. After spending time with the client and understanding her thinking, the idea came together clearly. Dr. Hawthorne proposed combining two elements: the leopard footprint and the claw scratch mark. Together, they would tell the full story of the animal in a single, minimal icon.
Furthermore, Dr. Hawthorne thought ahead about how the logo would live in the real world. She noted that the scratch mark lines would look striking on the side of a black safari jeep as a vinyl wrap — the negative space of the claw marks cutting through the dark vehicle surface in a bold, graphic way. That kind of thinking — designing for where the brand actually lives — is exactly how great logos are born.
The Logo Concept
First, we built the icon around the leopard paw print. The four toe pads sit naturally at the base of the mark, grounding it in something real and recognisable. Then, three diagonal claw scratch marks tear through the top of the square icon — dynamic, sharp, and full of energy.
Moreover, the scratch marks break out of the bounding shape slightly, which gives the mark a sense of movement and tension. The yellow and dark colour combination references the leopard’s coat against the dark shadows of the African bush. In addition, the bold serif wordmark below the icon — LEOPARD SAFARI in spaced capitals — gives the brand a confident, premium voice.
The result is a safari logo design that works at any size. It reads clearly on a water bottle, a uniform badge, a vehicle door, or a large outdoor sign. Because every element serves a purpose, nothing feels decorative or forced.
What the Client Said
Dr. Emily Hawthorne left this review after the project:
“I discovered this hidden gem in 2018 while seeking a logo designer for my African leopard safari business in Botswana’s Moremi Game Reserve. Das Design Studio stood out immediately with their creativity and professionalism. What truly impressed me was their unwavering commitment to deadlines and consistent quality. They delivered a logo that perfectly captured my vision. From start to finish, they showed great dedication and talent. I wish them continued success — they certainly deserve it and more.”
What We Delivered
In summary, this safari logo design covered the full mark — paw and claw icon, yellow and dark colour system, bold serif wordmark, and brand application across vehicle livery, uniform, merchandise, and outdoor settings. Everything built around one clear idea, researched and developed together with the client.
View our other logo and brand identity projects here to see more of how we work from brief to final delivery.
For further reading on symbol and icon-based logo design, BP&O is one of the best resources in the industry.
