For this design project, the objective was to improve an existing brand through a new logo concept, based on a category assigned by the instructor. I chose to rebrand PAWS Chicago (Pets Are Worth Saving), a well-known non-profit animal shelter based in Chicago, Illinois.
Founded in 1998 by Paula and Alexis Fasseas, PAWS Chicago was created with a mission to end the euthanasia of homeless pets through innovative, compassionate solutions. Over the years, the organization has become a leading force in animal welfare, focusing on adoption, spay/neuter programs, and community outreach.
This rebranding effort aims to modernize the visual identity of PAWS Chicago while staying true to its core mission and values. The new logo concept is designed to reflect the organization’s warmth, dedication, and life-saving work, with a focus on clarity, approachability, and emotional connection. Through thoughtful design choices, the goal is to strengthen brand recognition and better communicate the impact of PAWS Chicago to the public and potential adopters.
CURRENT BRANDING & BRAND PRESENCE
THE REBRAND
LOGO EXPLORATIONS
COLORS & TYPE
NEW BRAND PRESENCE
APPLICATIONS
