BRAND BACKGROUND
Furry Friends Rescue is an animal rescue organization for dogs and cats based out of the San Francisco Bay Area. Founded in November 1998, the rescue is a non profit run completely by volunteers who’s sole goal is to find forever homes for these animals. Since its founding Furry Friends Rescue, or FFR, has saved over 13,000 animals and has been able to place them with loving families. The rescue also runs a successful foster program along side its adoptions.
NEW LOGO The rescue’s accomplishments are impressive; however, the logo was in need of an update. While the dog and cat made it clear what the rescue centers around, they were a little too blobby. The logo needed to be simplified and streamlined and that is exactly what we did. We still wanted the new logo to incorporate an element of the animals. Ultimately, we chose to use a snout for the new logo. It is easily identifiable and can go both ways, representing either a dog or a cat. We have also chosen to shape the nose into a heart, which hopefully communicates the love and care the rescue has for these animals. We also chose to simplify the text, making it cleaner and bolder.
COLOR PALETTE Keeping the name of the rescue in mind, we thought it was best to use more playful, inviting colors. We wanted to make the organization truly feel friendly and we thought these more varied, brighter hues did that better than the previous purples.
Good Boy
Kitten Licks
Mellow Meow
Purr-fection
C100 M0 Y0 K0
C25 M0 Y0 K0
C13 M0 Y100 K0
R0 B174 G239
R185 B229 G251
R231 B229 G20
R222 B159 G39
R218 B113 G41
PANTONE 298 C
PANTONE 290 C
PANTONE 102 C
PANTONE 7409 C
PANTONE 158 C
C13 M40
Woofer
Y100 K0 C13 M67 Y100 K0
TYPOGRAPHY DOLCE vita heavy abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?
Gadugi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?
We have chosen to use Dolce Vita Heavy for our logo. It was chosen for its clean and lean linework that makes it easy to read. We did not want the typefacce to be distracting or overpower the illustrated aspects of the logo. It is a free typeface which is ideal for our nonprofit. We have also chosen Gadugi for our body text and headers where appropriate. We wanted something separate from our logo font, but that mimicked its clean, legible line work. It comes in two weights: regular and bold. This typeface is also free.
FULL COLOR VARIATIONS We have decided that in our full color variations of the logo only a maximum of two colors can be used. The color of the nose within the snout will always correspond with the text below. We have found that the light blue is best not used in this way as it is harder to read. Almost any combination of the color palette can be used; however, these are our prefered color variations.
Our First Choice
ONE COLOR VARIATIONS To create our one color variations any of the colors from our palette can be used; however, the light blue is hard to read on light backbrounds so if it is used it must be on a contrasting darker background.
OTHER VARIATIONS BLACK AND WHITE
REVERSED
ICONS
LANDSCAPE VARIATIONS BLACK AND WHITE
ONE COLOR
REVERSED
FULL COLOR
IMPROPER USAGE While we love creativity, there are certain aspects of the logo design that must not be changed. Do not...
USE 2+ COLORS
REARRANGE
CHANGE THE FONT*
This includes changing the weight of the font; DO NOT use Dolce Vita Regular
IMPROPER USAGE CONTINUED DISTORT
CHANGE PROPORTIONS
ROTATE
Please keep all of these in mind when designing for the rescue.
PATTERNS
STATIONARY 1
STATIONARY 2
APPAREL
PROMOTIONAL ITEMS