The focus and objective behind this branding exercise was to capture Therians commitment, empathy and passion for their business. Suggested that the previous attempt was ‘too cold’, ‘clinical’ and ‘ambiguous’ from another designers attempt.
I believe it is valuable to capture the “essence” of the word Philotherianism. Given the literal meaning may not commonly be known, I have taken the definition, ‘love of animals’ and translated this into an emotive visual form.
I have taken these emotional queues from the following:
• Connection to all animals
• Open for all animals
• Flexible for translation