StreetHearts Animal Rescue
A passionate non-profit animal rescue focused on rescuing, rehabilitating, & rehoming stray, abandoned, & mistreated animals of Flint, Michigan.
Streethearts Animal Rescue, a Flint, Michigan dog rescue, contacted me to build a logo, brand voice, and website. Their focus is to remove animals from at-risk situations of abuse and neglect, as well as rescue animals that have been abandoned and left on the streets.
The primary colors used represent that of a stop light: red, yellow, and green. The primary colors are complimented with light, medium, and dark neutrals secondary colors.
Open Sans is a modern sans-serif font that is very versatile, humanistic typeface. Steve Matteson designed it under commission for Google. This elegantly designed font was created with mobile devices in mind, so it was a perfect choice to showcase in the logo. Open Sans displays seriousness and weight variety in the family and has the airiness through its large x-height to be modern and welcoming.
After researching other rescues and their branding and talking with the founder and board of StreetHearts Animal Rescue, we concluded we wanted a stoic tone for rescue missions, animal backstories, and portraying the need to help the animals of Flint. However, a counterbalance was needed for joyful celebrations, success stories, adoptions, and forever homes.
The founder wanted the logo to focus on animals, the heart of their mission, and that they are saving animals from the streets. The final logo design is comprised of three elements. A red light represents the streets and heartache that the animals come from. The animals silhouetted against the light, and a paw with a heart-shaped pad.
After researching nationally recognized animal rescue groups like ASPCA and the Humane Association of America, we knew we had to hook people’s hearts with solid imagery and educational material. We wanted to balance the sad situations the animals are rescued from and the euphoric joy we experience when an animal is placed with a forever home. Establishing the brand voice here was crucial to keeping a cohesive voice moving forward with email and social media marketing.
Elizabeth Varney
Living In
Detroit-Metro, MI
