Cache Humane Society - Rebranding (in progress)
Today I'm working on a pro bono project rebranding for Cache Humane Society, a local animal shelter that I volunteer for on the weekend. While I absolutely adore my time spent directly helping with the animals there, this rebranding project is an honor for me to be able to create a larger-scale impact on the community and involvement with this great non-profit no-kill shelter. I'd like to think that this design work = more saved animals and thats kind of a dream scenario for me.
The current logo, as you can see typically appears low-res, stretched and generally hammered by time and who know what. Aside from the issues with its quality and possibly mistreatment over the years - it does not inspire the feeling we are for the brand's consumers response - that being, 'warm fuzzies. This is why its important for organizations to maintain a relationship with their logo and designer, as often is the case, a logo is created as a on-off item, original files are lost and subsequent iterations and modifications take place internally like a really bad game of telephone; nobody has a file over 72 dpi or vector at their disposal. All future branding suffers for it. That said, this organization is bigger than their logo, and I am excited to make their rebranding reflect that.
Some of the goals for this rebrand include changing community perceptions that this is just the 'local pound'. To create an understanding of the compassionate, far-reaching efforts of this organization as a place to 1. educate community 2. provide affordable animal care services 3. a compassionate, safe place where you can surrender or adopt an animal. It is not funded by the larger organizations like Utah Humane Society or American Humane Society and is 100% funded by donations & volunteer time - so they want to make it so locals understand that if they want to help, keep it local. Adopt. Don't Shop.
These are early designs, but my goal, as you can probably see here is to make a friendlier, animal-focused logo that shows this is a compassionate, safe place for animals and animal-lovers. I'd like to incorporate some hands/people or possible the shelter structure itself to convey that its not a bunch of cages - its safe place filled with animal-loving staff and volunteers who put the well-being of those animals first.
Secondary issues included people understanding it was a local facility, the host of services they provide & generally updating their dated color schemes and logo. So, what do you think? I'm looking forward to getting round 1 feedback as we move towards compeltion on this and moving into apparel, building and web applications!