Create a fresh clean logo with a brand identity system.
Created a friendly logo symbolizing adoption and shelter with a bright, clean, look and feel. During the industry discover phase, I found many other organizations using the heart paw concept —an idea to stay away from and set you apart from the crowed. I also discovered that the umbrella element in the old logo, symbolizing shelter and security, was not used in other organizations—so this element needed to still be a part of the new logo. The next step was to explore various typography, something the old Tri-County Humane Society logo never had, from trendy san-serifs to humanized cursive handwritten fonts. Color was the next challenge because we needed to get the client on board with moving away from the color red, which can represent the opposite of love — danger, blood, or emergency. In the refinement stage we presented the client with a few logo design styles including two different color options; blue or green with the color brown. Blue has a calming effect and green corresponds to life and safety.
The finalized logo addresses key adoption aspects from the umbrella to the collars on the silhouette characters. I used a design hook to merge the icon with the typography. Take a look at the “I” in Society. Do you see it? Pretty sweet
Project was completed while employed by a St. Cloud, Minnesota advertising agency.