Brand Identity


Athens Canine Rescue is a non-profit organization of foster homes in Athens, Georgia. ACR does not have a physical building or shelter to house their rescued dogs. They rely upon a network of foster homes to house their dogs until they are placed in permanent, happy homes. Before designing a new look for the non-profit I decided to focus on what makes ACR unique from other animal rescue organizations. I found that their lack of a physical shelter is actually what sets them apart. I narrowed in on a positioning statement of: ACR is the only local canine rescue where every dog has a home. I then worked with the organization’s board to update their logo that has been in use since the 1990s. We agreed to keep the circular design and color palette, but we wanted to update the canine image and messaging. I created a silhouette from an image of one of the rescued dogs named Wren and used Wren as the main focal point. I suggested a new bold font that would enlarge the organization’s name for better legibility. The final results turned out to be a clean recognizable brand identity that accuartely represents a caring organization. 

Original Logo
New Logo