If possible, incorporate the concept of mutual communication and understanding between dog and human. But not absolutely necessary if you have an alternative that might suit.
Style should certainly appeal to female demographic, however should also not alienate men. ie not overly 'cutesy'.
Example logos in links below are just two concepts for a reference of what I have liked, particularly as they are quite non-traditional. Ideas to be presented not expected to be limited to these specific styles or concepts shown. I do like 'clever' concepts but that isn't a necessity. It is very hard to find good examples in this specific industry. Many of them look the same or extremely feminine or juvenile.
Design should be fresh, modern, original and professional but not sterile. Even a just little bit 'funky' would be good. Trying to get a nice balance between professional and friendly/fun.
Please, absolutely no stock images incorporated into the design - I am looking for original images.
And no paws or love hearts please.
Please see the link for a design inspiration board.