Client: Wild Bird Rescue & Rehab of Denver
Brief: Create a logo and branding that would serve the non-profit organization in raising funds to build a much needed bird rehab center, as well as raise awareness of the initiative throughout the city.
Challenge: Creating a logo and brand that represented both the unique needs of the non-profit as well as the region that would fund the project. Because so many birds are tied to cultural symbolism, choosing an icon such as a duck could be perceived as a hunting company, a dove as a religious organization, and a hummingbird as a wedding/honeymoon company. I needed to choose a neutral species that still represented the regional wildlife.
I also didn't want to create a logo that was negative - like an injured bird to represent the rehab center. I wanted a bird in flight: healthy, free, and wild.
Solution: I decided on a silhouette of a Great Blue Heron: mysterious, elegant, and ecologically significant to the area. The circle element could be seen as a sun or moon, and the negative space added interest. Focus was placed on "REHAB." The public needed to be aware first and foremost what the goal of this non-profit was - saving birds.