Develop a comprehensive branding system with at least 10 design components
+ narrative (i.e. project overview, brand pillars, brand statement, brand message,
and identity rationale) for a non-pofit organization(NPO). Students will research,
conceptualize, develop and present various branding systems designs through
class research, designing and take-home assignments.

The approach I took to create this brand for the Humane Society of the United States was to create a brand that would be friendly and playful but also serious. My first task was to create a logo that would embody ALL animals. The logo combines three elements; the lowercase letters H and S that represent the Humane Society, which come together to create heart shape and the dots turn it into a generalized nose. I choose a navy blue and a medium green color for my color palette to represent the overall mood of the brand.

I think the logo is successful in that it represents all animals, and it's complex yet readable, and playful yet serious. The overall brand is very consistent and represents the Humane Society in a cohesive way.