In designing Bonafide’s brand, we wanted to visually express its role as a trusted, intelligent partner in Generative Commerce. That idea came to life through Fido, a Border Collie mascot that symbolizes loyalty, focus, and sharp insight. Border Collies are known for guiding and protecting with precision—just like Bonafide helps direct the flow of information, stay alert in an always-on world, and cut through the noise of digital overload. The logo and visual system are built around this narrative: a hardworking, watchful companion that brings clarity and control to complexity.