Firedog Logo


 Image

Firedog was the brand name through which Circuit City stores offer in-home, in-store & online services for computer repair, installation and support, and home theater product installation. With the demise of Circuit City in early 2009, the Firedog logo was put to rest. 

The firedog logo is a green, black, and white logo of a dog jumping through a hoop. The logo was designed to evoke the idea of Circuit City "doing whatever it takes to get the job right". The name "Firedog" was chosen because it evokes the kind of qualities Circuit City intends their technicians and installers to provide: helpful, friendly, knowledgeable and reliable. The dog is "Man's Best Friend" and Circuit City hopes that its consumers will think that the firedog's technician are the consumers' "Best Friend".


Along with the logo, the following slogans will probably meet an end unless they figure out a way to revive the brand.

  • Have no fear, Firedog is here." (September 2006 - Present)
  • "Teaching old technology new tricks." (September 2006 - Present)
  • "It takes a special breed to be a Firedog." (Hiring Slogan, September 2006 - Present)
  • "We make technology's tail wag." (September 2006 - Present)
  • "Make your computer obey." (September 2006 - Present)
  • "Unleash your technology." (September 2006 - Present)
  • "Your surround sound hound." (October 2006 - Present)
  • "Discover a new breed of technology service" (October 2006 - Present)
  • "Helps you turn life on" (October 2006 - Present)
  • "Because your home theater doesn't come house broken" (January 2007 - Present)
  • "Call and we'll come running." ( - Present)

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Sources: http://en.wikipedia.org/wiki/Firedog