ATHENS CANINE RESCUE
Brand Identity
Athens Canine Rescue (ACR) is a non-profit organization and network of foster homes in Athens, Georgia. ACR does not have a physical building or shelter to house their rescued dogs, but instead relies on a network of dedicated foster home volunteers to house 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 the positioning statement “ACR is the only local canine rescue where every dog has a home”, recognizing the truly home-centered approach of the organization. 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 her as the main focal point. I suggested a new bold font that would enlarge the organization’s name for better legibility and ease of use across mediums. The final updated logo is a clean, recognizable brand identity that represents the commitment to care for an outstanding organization creating homes, both temporary and permanent, in the Athens community.
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Original Logo
New Logo
