The Final Product: Rebranding Vol.2 - Identity System - Megan McMurray

REBRANDING VOL. 2 MEGAN MCMURRAY

Visual Identity Color Typography Iconography Variants Photography Application Website Instagram Facebook Merchandise Environment Wrapping Up From the Artist to Her Father

CONTENTS

Introduction Project Statement Guardian Angels Mission

Project Statement

REBRANDING VOL. 2 “IDENTITY SYSTEM”

INTRODUCTION

Guardian Angels Mission

REBRANDING VOL. 2 “IDENTITY SYSTEM”

INTRODUCTION

VISUAL IDENTITY

HEX #5C6836 RBG 92, 104, 54 CMYK 64, 40, 100, 27

HEX #decead RBG 222, 206, 173 CMYK 12, 16, 36, 0

HEX #b4c6ce RBG 180, 198, 206 CMYK 31, 13, 14, 0

Color The Guardian Angels color palette is carried by cool tones that help evoke the restorative properties that lay within their work. The main body colors pay homage to the GAMSD signature blue shade found on every service dog harness along with a deep green tone representing the military as well as the farm that the dogs are raised, trained, and paired at.

Added as highlight tones are a warm beige that breaks the coolness of the palette as well as a neutralized blue to compliment its partner.

These colors come together to modernize and refresh the GAMSD visual identity.

REBRANDING VOL. 2 “IDENTITY SYSTEM”

HEX #588b98 RBG 88, 139, 152 CMYK 74, 31, 35, 3

VISUAL IDENTITY

TYPEFACES

Typography

REBRANDING VOL. 2 “IDENTITY SYSTEM”

When selecting the typefaces for Guardian Angels, legibility and visual consistency were key. Opting with a slab serif for the headline typeface (Martel) helps connect the organization to its roots while offering soft edges and curves to compliment the identity and iconography of GAMSD, The san serif footer typeface (Raleway) is a classic and modern choice that is both legible at different scales and a great addition to the newly updated essence of the visual identity.

VISUAL IDENTITY

Iconography

VISUAL IDENTITY

The old logo

REBRANDING VOL. 2 “IDENTITY SYSTEM”

The iconography speaks directly to the relationships formed between service dog and recipient. Using white space to draw out a human face in the silhouette of a german shepherd, we see the two individuals looking in the same line of sight as they both hold the purpose and experience of Guardian Angels to the same standard.

This icon uses its organic lines to form an image mirrored to the mission that Guardian Angels has established; the restoration of independence from having a service dog, the revealing of strength in these canines’ abilities to aid, and the attention and awareness to the bond formed for onlookers exploring the organization such as donors and other possible recipients.

Iconography The icon paired with the organization’s name horizontally formatted.

This is the primary format of the logo, used on all official Guardian Angels deliverables across many variant platforms. Color combination options are as pictured and are limited to only these choices.

REBRANDING VOL. 2 “IDENTITY SYSTEM” VISUAL IDENTITY

Iconography The primary icon reversed out to be made suitable for colorful, dark, photographic or textured backgrounds.

REBRANDING VOL. 2 “IDENTITY SYSTEM” VISUAL IDENTITY

Iconography The icon paired with the organization’s name vertically formatted. This is the secondary format of the logo, used on all official Guardian Angels deliverables across many variant platforms see fit.

Color combination options are as pictured and are limited to only these choices. Reversed out version also shared.

REBRANDING VOL. 2 “IDENTITY SYSTEM” VISUAL IDENTITY

Iconography The only exception regarding the secondary icon is its use on photography.

With a strong portfolio of professional and candid photos circulating thorugh the GAMSD community, photos shared by the organization shall be watermarked with this secondary logo at 80% opacity in any corner best suited for visibility.

REBRANDING VOL. 2 “IDENTITY SYSTEM” VISUAL IDENTITY

Photography

VISUAL IDENTITY

Individuals pictured: Top left - my dad!

Bottom left - GAMDS founder, Carol Borden.

REBRANDING VOL. 2 “IDENTITY SYSTEM”

Guardian Angels finds its most success and interest from onlookers through its captivating photography.

Across all platforms, photographs of their service dogs with or without their recipients pictured have been powerful driving factors in gaining online atttention - more specifically from donors. Using their photography as often as possble across thier socials, website, and every asset in between is a successful way to tell any given recipient’s unique and powerful story to donors, supporters, employees, and other members of the large and close knit community.

APPLICATION

Website Applying the new visual identity tools to the existing platforms that Guardian Angels currently runs is a great way to display the application and use of the color, type, iconography, and photography.

Here, the original home page of the website is compared to a new mockup of an updated website that utilizes all assets at once.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Website

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

This is the full spread of the entire homepage of the website formatted for desktop. Utilizing the color palette, head and foot typefaces, and examples of the new iconography applied to photo and other mockups - we can see a more visually consistent outcome.

Keeping in mind their powerful photography, the main picture with the GAMSD tagline “unleash the power to heal” is the perfect starting visual for those visiting the site. Important information emerges with continued scrolling all applied to a user friendly and legible application.

Website Keeping the use of smart phones in mind, the website had to be reformatted to be more user friendly on a smaller screen. Changes to the image and type sizes for legibility, and a different page navigation button to ease browsing were added.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Instagram To maintain a more cohesive application of the visual identity, the Instagram page of the organization needed a facelift.

Applying the color palette, type, and iconography alogside the photographs and digital content being posted displays intention with their branding as well as a modern and curated feel that the rebrand is pushing.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Pictured is an initial mockup of an updated Instagram feed on smart phone format.

Based off their typical post content.

Instagram Taking a closer look at the content, the visual identity can be applied on more than just posting material.

On the insatgram page, the updated profile picture is a simplified version of the icon, for ease of recognition and legibility.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Instagram Beyond the curated feed as a whole, individual posts have the opportunity to bring in more of the visual identity - further making the assets more cohesive.

Here, the branding is applied to a common post made by their account called a “pairaversary”, a celebratory post made to honor recipients pair dates. The templates are simple and can be changed in color and photograph in a few easy steps.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Facebook

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Facebook is the main source for members of the GAMSD community to connect.

Their page has over 30,000 followers and they share content on this platform the most. While Facebook doesn’t have the same flexibility with customization, posts can be pulled from the Instagram content to further unify the visual identity. Especially during the pandemic, members have turned to Facebook to stay in contact with recipients, donors, and employees.

Pictured is the GAMSD page on both desktop and smart phone formats.

Merchandise Beyond just digital assets, members of the Guardian Angels community place a lot of emphasis on representing GAMSD. The physical content of the organization needs to be curated just as well as their social media pages.

Creating goods that connect individuals to GAMSD can be utilized to further remind those who see physically branded items to the core mission of Guardian Angels work.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Pictured is a collection of newly branded merchandise available on the website for anyone to purchase. The accessibility of merch coming directly from the organization serves as a way for individuals to directly contribute to the organization in a new and unique way.

Each purchase comes in a branded box to encompass the entire buying experience.

Merchandise When recipients travel to Florida to be paired, the necessities for having a service dog that goes everywhere with them are needed.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

A mindfully packaged “recipient starter pack” will be provided for each new recipient including things from travel treat bags, leashes, travel bowls, doggy bags, bandanas, and of course - the harness.

This experience will not only bring recipients to feel more comfortable starting out with their dog, but it will provide a closer look into GAMSD and their community being more easily recognized as a Guardian Angel when out and about.

Environment Before the Pandemic, Guardian Angels hosted numerous events around the country - these elements will be back one day! Here are mockups displaying the visual identity as a pattern backdrop at events.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Environment The farm is a very memorable place for those who have visited to volunteer, train, and see their service dog for the first time.

Making the surroundings and presentation of the farm is an important factor in making sure the visual identity connects to the experience and mission at Guardian Angels.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Implementing the branding into signage on the farm as navigation, can connect the physical work of GAMSD with the visual identity.

Environment The visual identity applied to various fronts of the organization buildings at the farm.

Welcome center signage and the logo on the barn entrance.

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Environment Covid-19 has brought employees and other members of the GAMSD community online. Here are options available to tie the visual identity to the work space via zoom and home office.

REBRANDING VOL. 2 “IDENTITY SYSTEM” APPLICATION

Environment Making the connection to donors more personal through a mailed thank you note outlining more information about where their donation is being put to use. A simple gesture and keepsake for those who support Guardian Angels.

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WRAPPING UP

From the Artist to Her Father: Dad,

I can’t say our lives will ever be the same without him and I can no longer picture my dad without his Guardian Angel standing by his left side. I love the both of you and I thank you for allowing me to tell your story and many others through my medium.

With love, Nunu

REBRANDING VOL. 2 “IDENTITY SYSTEM” WRAPPING UP

I’m honored to have been able to find this project through your journey.

Your healing has yet to come to a full close, but I see the powerful and restorative impacts that Cobalt has had on your life. In the past two years, your days have become brighter, your smiles bigger, and your life story all the more impactful. Cobalt encompasses the beauty, protection, and grace in serving you during his lifetime and in return, you value him as the most gentle healer.

REBRANDING VOL. 2 MEGAN MCMURRAY