A fresh face for animal welfare
in the D.C. area.
Washington Humane Society (founded in 1870) and Washington Animal Rescue League (founded in 1914) officially merged and revealed its new name in 2016 – Humane Rescue Alliance. This historical merger of the two organizations created the first end-to-end animal care organization in a major U.S. city. Our team was tasked to create the new brand platform and visual identity.
We protect animals and support
people's love and compassion for them.
Former WHS and WARL logos.
Creating a brand identity doesn't start with just designing a logo. It begins with careful information gathering and research to develop a brand that has real impact. The key to this step is to understand the combined organization's mission and offering in context to pet owner's perceptions and reality of the environment.
Then we distill the information gained from discovery into insights that will help us define the new brand platform–how the organization positions itself in the marketplace and builds relevance.
Then we start sketching.
Humane Rescue Alliance wanted to acknowledge its DC roots but also appeal nationally. We also had to avoid the expected cat and dog iconography. Humane Rescue Alliance advocates on the welfare of all animals, not just cats and dogs, but also wild animals. Another communication priority is the human and animal connection – seeing it as a continuum rather than a simple love/hate relationship. How could a logo communicate all that? While trying to be distinctive, we had to carefully choose priorities that define Humane Rescue Alliance, not limit us.
After several meetings with Humane Rescue Alliance, we concluded early iterations didn't feel exactly aligned with their purpose. After listening to the leadership about the direction of the organization, we revisited the sketches and concentrated on the face concept. A winner emerged.
At first glance, the logomark resembles an animal face. However, this logomark contains various imagery – the Capitol Rotunda as the nose, people to make up the animal face that, collectively, represents the brand values of Humane Rescue Alliance and its perpetual national influence.
"Congrats to the Washington Humane Society for its new branding. Wonderful name, absolutely brilliant logo. Couldn't love it more."
– Tracy Krulik, writer and dog training and behavior student @TracyKrulik
After 145 years of operating under two different names, the new name and logo was revealed at a press event on October 24, 2016.
@WHS_Scott @Wash_humane @WARLDC YAY!!
Love it. #HumaneRescuealliance
– Lauren DeMarco FOX 5 @ldemarcofox5
After the new name and logo was announced, Humane Rescue Alliance launched its rebranded website and social channels. Note: Ogilvy Washington did not work on the digital portion of this assignment. What is featured here is how the visual identity was incorporated.
& Local Channels
Nationals Star Max Scherzer Advocacy Campaign
The logo provided flexibility to be altered for Nationals starting pitcher Max Scherzer for his advocacy and limited edition merchandise. Scherzer and his wife, Erica, own 6 rescue dogs. The logo features two different color eyes. Like Glee in the video above, Max also has heterochromia iridum.
Humane Rescue Alliance also participated in the Clear the Shelters program partnering with WRC-TV NBC 4.
Additionally, annual events took on the new face.
Photo by Moshe Zusman
Creative Director/Art Director: J.D. Humphreys
Copywriter: Sim LeCompte, James Gross
ECD: Kai Fang
Production/Account Management: Jasmine Westbrooks, Randy Talley
Strategy: Todd Metrokin
Agency: Ogilvy Washington
Client: Humane Rescue Alliance (formerly Washington Humane Society and Washington Animal Rescue League)