Toronto Humane Society has, for the longest time, been viewed strictly as an animal shelter. The truth is, they are a robust organization with community outreach, veterinary care, training, and more, all designed to strengthen the human-animal bond.
They are progressive leaders in pet care. As a brand, it was time to shift the way they looked and the way they sounded.
First, the look. Virtually every humane society defaults their logo to some form of animal illustration. By stripping that away and letting the strength of their name be the hero, and letting the supporting images tell the story, they were immediately differentiated from other humane societies.
Next, the language. Beginning with the confident tagline (like no other), they make a bold claim that they are leaders. The tagline also celebrates the bond between animals and their humans. At its best it is unconditional.
Featured in The Message.
