Rogue Valley Humane Society
The Rogue Valley Humane Society provides compassionate care for stray, unwanted, displaced, and abandoned animals in the Rogue Valley of Southern Oregon. Previously their visual language wasn’t cohesive or effective in portraying their lively and friendly organization.
The Rogue Valley Humane Society needed a fresh start that would unite their visual communications and express their joyful and altruistic nature. The Humane Society has a rich history but must live in the present to help every animal that needs help. With that in mind, my goal was to create an identity that is equal parts old and new, as well as; fun and playful.
The Rogue Valley has a strong history rooted in the 19th century and when exploring type for the Humane Society the only thing that felt right was condensed slab serif. Nothing felt playful enough, however. Digging through my archives of previous work I unearthed a scrapped logo that would be perfect. I had already been working on a condensed slab serif that combined silly and professional flawlessly. After That I turned the custom logotype into a custom typeface for the organization.
With a name as long as Rogue Valley Humane Society, a shorter more quickly recognizable visual is important. The symbol creates an animal head, as well as, a landscape of two mountains that create the rogue valley with the Rogue River flowing through in the negative space.