HORSE RESCUE AUSTRALIA

A fictional rebranding for the Australian NFPO

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A branding project for an Australian NFP; Horse Rescue Australia

The branding included creating a letterhead, business cards, clothing tags, social media images, logos and a poster.

Horse Rescue Australia Inc. (HRA) is an NFP organisation and charity, that provides rehabilitation and care for horses that have previously been abandoned, neglected or abused.

 

Previous Branding

HRA has been an organisation since 1986, and the company has been long due a refresh of its visual identity. This can ensure that the organisation can stay ahead of the curve for a time until it is required to be refreshed again. It is important for the organisation undergo a VI refresh as supporters of HRA are working with an organisation that is up to date. It is favourable to show that HRA is evolving as a company and changing to keep up with the modern world. If not, then it can be communicated that such an organisation unwilling to change. Such an effect is only exacerbated if HRA’s competitors are refreshing their logos/identities and they are not.

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The new proposed identity includes a bold colour palette of greens, minimal line work, geometry and typography but also playful hand drawn elements. Green in colour psychology is a colour that evokes feelings of calm liveliness and symbolises regrowth and hope (a notion that ties in with HRA’s mission) – yet too much green can become overwhelming and claustrophobic. To prevent this from happening, the formal line work and green tones are juxtaposed with playful doodles, sketches and handwritten type. With such a broad target audience, there is an element in the VI for everyone to appreciate.

 

Refreshed Visual Identity

The recurring pattern featured in the visual identity is a sequence continuously made of the letters ‘H,’ ‘R,’ and ‘A.’ This is to reflect the shapes that are made in the blank space of the logo and to strengthen the coherency between the all design elements. The main typeface, ‘Mensch’ is a free sans serif type that is polite with a focus on capped lines. This focus on lines compliments the other linear elements of design – such as the logo, the pattern and even the drawings. It is crucial to meet halfway with such seemingly ‘clashing’ design elements, for example, greens are toned down with a cold grey, straight lines against curved lines, minimal type against wild and colourful imagery. These design solutions reiterate the importance of such an organisation yet make themselves appear friendly, and up to date with their client base.

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