I like the cartoon type light-hearted logos (not necessarily funny, although that might work). This is targeting people that most likely have / will be thinking about having kids, so showing the German Shepherd in a friendly light is more than ideal.. (maybe with his cartoon family?). 

I'm picturing the cartoon German Shepherd prominent with the "GSD" maybe on the tag hanging off his collar? 
then Family in words, 
Then Dog Guide underneath Family... I think a logo that had a car I selected was similar..
(*Maybe in the background kids  / Mom / Dad to the left and right of the GSD?)

*I'm open to ideas - it doesn't have to be laid out like I describe in above paragraph at all - you are the creative one!

Haze was very quick, professional, and interpreted my changes exactly as described... Thank you!

GSD Family Dog Guide