Building a Visual Identity

We began to dive into defining our audience, landing on the driving piece of our branding, our tagline, for the love of animals. This sense of warmth and togetherness was translated into our color palette with a deep pantone orange and corresponding rich yellow along with an accented complimentary light blue to provide contrast and highlight the shelter as a municipality. The animals themselves played a large role in creating our visual identity, by abstracting animal skin and fur patterns. We continued this inspiration through a playful san-serif typeface, Faro Display Lucky, that reminded us of cat and dog tails and matched this with Haboro, which also had a more subtle nod to the same animal qualities, while providing clear legibility.