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. 

BRAND PROMISE

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.

Gathering Insights

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.

Early Iterations

The Winner

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. 

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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. 

Final Logomark

"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

Press Event

After 145 years of operating under two different names, the new name and logo was revealed at a press event on October 24, 2016.

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I also had did interviews about the brand identity work, which is more difficult than a client presentation. 

@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. 

Website
& Local Channels

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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.

Social Media

Post-Launch Events

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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)