The goal for my clients was to have a brand that still represented a local veterinary clinic while bringing a more modern feel to the logo mark and design elements. We discussed making sure it was inviting, family friendly and able to appeal to a wide demographic. There was also a need to make sure options were available to give it a chance to be presented in different layouts.
Partnering with my client, we worked through things like the animal breeds for the logo, overall shape, contents of the text and logo placement. The silhouette design allows for multiple color options, modular placement, easy identification and a professional feel while still being inviting. 
The "Q" in the word "Presque" ended up becoming a secondary logo mark of a cat to compliment the primary branding.
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