The Guide Dogs of Texas already has a strong accessible identity for their non-sighted clients, so this project focused on solutions for their sighted donors, volunteers, and loved ones of their clients/future clients with blindness. The logo was updated to represent freedom and direction the guide dogs provide with a maze that runs through the letters, which became the theme for the brand that would work as a clean solution to maintain the organization’s professional appeal, but also brought in a fun dynamic element that conveys how friendly and personable their services are.

The project works directly with its brand’s mission: to provide freedom, moblity, and independence to the blind. The visual brand identity in this project conveys the credibility and care that has already been established by the organizations decades of service.

The branding was well received, it communicate the brand voice and resonated with the main target.