Houston SPCA Branding
The Houston SPCA is the only animal protection organization in the country caring for a vast array of species, including companion animals, small pets, horses and farm animals, native wild life and exotics—all on one campus. Their mission is to promote commitment to and respect for all animals and to free them from suffering, abuse, and exploitation. Their Campus for All Animals had a great reputation but very little branding beyond their logo.
With numerous new organizations on the scene, Houston SPCA needed to be instantly recognizable. The first step was to create HoustonSPCA Pattern to be used on all communications as a branding element. The color blue played a large role in the organization's history, so a color palette consisting of shades of blue would be implemented, along with secondary colors and updated fonts. Fonts needed to be classic and timeless. I chose Bodoni MT and Franklin Gothic, using the serif font for headlines and allowing the sans serif font to do most of the heavy lifting.
The full branding system is currently in use including new signage, digital and print work, videos, and brand standards. The logo was already in place, with an iconic "Texas Paw" mark and a simple, timeless wordmark. I did not update the logo in any way, but instead used it in the new brand system.