Animal Legal Defense Fund
Our animal advocates friends at ALDF asked us for identity makeover. They needed to get rid of the overused paw print design often used by non-profits so they could have a look and feel all their own. They're serious lawyers doing serious work, so their identity needed to reflect that, but in a way that showed their personality and their passion for animal rights.
Their identity redesign gives them the respected and established image they needed, but in a playful and lighthearted way. We used the classic burgundy color found on law book covers to give it a nice rich feel and the classic serif font makes it credible. Then we illustrated both a domestic and wild animal to represent both important sides of their work. Overall, the logo itself shows happy animals which is exactly what ALDF is fighting for.